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The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by Strathclyde researchers, including by researchers from the Physical Activity for Health Group based within the School of Psychological Sciences & Health. Research here seeks to better understand how and why physical activity improves health, gain a better understanding of the amount, intensity, and type of physical activity needed for health benefits, and evaluate the effect of interventions to promote physical activity.

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Market orientation development : a comparison of industrial vs. consumer goods companies

Avlonitis, George and Gounaris, Spiros (2001) Market orientation development : a comparison of industrial vs. consumer goods companies. Journal of Business and Industrial Marketing, 16 (5). pp. 354-81.

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Abstract

While significant empirical work exists around the conceptualization of the notion of market orientation (MO), as well as its relation to company performance, little empirical work has attempted to depict the actual steps a company has to take in order to increase its adaptability to market situation and, thus become market oriented. Furthermore, no empirical work has attempted so far to investigate the degree of MO between companies producing consumer goods vs companies producing industrial goods. By examining a number of research propositions, this paper attempts to investigate the marketing practices of consumer goods producers vis-à-vis the practices of companies that participate in industrial markets and to discriminate industrial from consumer goods companies based on their marketing practices and MO adoption profile.