Article1998

No such thing as market orientation ‐ a call for no more papers

49 citations0/0 files storedManagement Decision

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Innovation and Knowledge Management Marketing and Advertising Strategies Management and Organizational Studies

Abstract

Since Shapiro’s vexed question, “What the hell is market‐orientated?” several marketing scholars have revamped their concepts and found empirical evidence to demonstrate the superior performance of firms closest to their new prescriptions. This paper questions the ontology of market orientation and the evidence used to support it. It also challenges supporters of market orientation to show why it would be in the social interests to adopt it, even if their arugments concerning its efficacy were to be accepted.

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References

1980Competitive Strategy: Techniques for Analyzing Industries and Competitors 1991The Resource-Based Theory of Competitive Advantage: Implications for Strategy Formulation 1990The Effect of a Market Orientation on Business Profitability 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1994The Capabilities of Market-Driven Organizations 1994Competing for the Future 1995Market Orientation and the Learning Organization 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications

Cited by

2010THE INTERPLAY BETWEEN ORIENTATIONS: ENTREPRENEURIAL, TECHNOLOGY AND CUSTOMER ORIENTATIONS IN SOFTWARE COMPANIES 2002Market orientation in Ivory Coast: measurement validity and organizational antecedents in a sub‐Saharan African economy 2006A Theory of Marketing: Outline of a Social Systems Perspective

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