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Managing the firms’ behaviour through market orientation development

Gounaris, Spiros and Avlonitis, George and Papastathopoulou, Paulina (2004) Managing the firms’ behaviour through market orientation development. European Journal of Marketing, 38 (11/12). pp. 1481-1508. ISSN 0309-0566

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Abstract

While significant empirical work exists around the conceptualization of the notion of market orientation, as well as its relation to company performance, little empirical work has attempted to sketch how a firm's behavior alters when the principles of market orientation are adopted. In this study, the authors investigate empirically the notion of market orientation continuum, according to which companies can be classified depending on the degree of adoption. Next, the behavioral implication of the company's position on the continuum is investigated. Moreover, the role of the company's market environment in explaining the degree of market orientation adoption and its classification along this continuum is also assessed. Finally, the behavioral consequences of this classification are considered.