Doctoral Research:
Author:
- Sean A MeehanSMSean A Meehan
- 1 March 1996
- journal article
- Published by Wiley in Business Strategy Review
- Vol. 7 (1) , 47-49
Abstract
Marketing specialists often expect management to accept without further elaboration that “market orientation” is good for all businesses. Yet there is much confusion as to what is meant by market orientation and whether it really is a source of lasting competitive advantage. This article summarises the evidence and argues that, despite some positive pointers, the case in favour remains unproven.Keywords
This publication has 2 references indexed in Scilit:
- Effects of portfolio planning methods on decision making: Experimental resultsInternational Journal of Research in Marketing, 1994
- Budget Use and Managerial PerformanceJournal of Accounting Research, 1978