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Market Orientation: Towards An Understanding In Developing Marketplaces Of South America, Howard Warren Olsen
Market Orientation: Towards An Understanding In Developing Marketplaces Of South America, Howard Warren Olsen
Theses and Dissertations in Business Administration
Theory development is essential for the health and wellbeing of marketing as it provides boundaries and a foundation for the growth of the discipline. Kohli and Jaworski's (1990, 1993) efforts provided the critical first step in the evolution of market orientation theory. However, evidence has not confirmed regularities in various industry circumstances as well as different international marketplaces. The literature is replete with a variety of different scales that have been used. Finally, the concept of market orientation is based upon the premise that such activities enhance business performance, but requisite performance measures have not been properly matched with the …