Abstract
The literature reflects remarkably little effort to develop a framework for understanding the implementation of the marketing concept. The authors synthesize extant knowledge on the subject and provide a foundation for future research by clarifying the construct's domain, developing research propositions, and constructing an integrating framework that includes antecedents and consequences of a market orientation. They draw on the occasional writings on the subject over the last 35 years in the marketing literature, work in related disciplines, and 62 field interviews with managers in diverse functions and organizations. Managerial implications of this research are discussed.
Keywords
Construct (python library)Extant taxonMarket orientationSubject (documents)Foundation (evidence)Field (mathematics)Knowledge managementDomain (mathematical analysis)MarketingBusinessSociologyComputer sciencePolitical science
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Publication Info
- Year
- 1990
- Type
- article
- Volume
- 54
- Issue
- 2
- Pages
- 1-18
- Citations
- 3925
- Access
- Closed
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Cite This
Ajay K. Kohli,
Bernard J. Jaworski
(1990).
Market Orientation: The Construct, Research Propositions, and Managerial Implications.
Journal of Marketing
, 54
(2)
, 1-18.
https://doi.org/10.1177/002224299005400201
Identifiers
- DOI
- 10.1177/002224299005400201