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The Marketing Orientation Of Small And Medium Enterprises: An Australian Study, Venkateswara S. Venkatesan

Theses: Doctorates and Masters

The market orientation construct has emerged as a key marketing theme in the 1990's. While the concept of being focussed on the market (customers and competitors) has been known since the early 1950's (e.g. Drucker,1954), putting the concept into practice through a set of specific actions has eluded many organisations and academics. As a result, market orientation (also termed market focus, customer focus and competitor focus) had remained a business philosophy (Bennett & Cooper, 1979: Felton, 1959; Konopa & Calabro,1971) more than a strategic approach. While there have been sporadic attempts at defining or operationalisinga marketing or customer orientation in …