Market Orientation: The Construct, Research Propositions, and Managerial Implications
1990/04/01 by Ajay K. Kohli, Bernard J. Jaworski · 4,061 citations
Business, Management and Accounting · Social Sciences · #Business #Computer science #Construct (python library) #Consumer Behavior in Brand Consumption and Identification #Customer Service Quality and Loyalty #Digital Marketing and Social Media #Domain (mathematical analysis) #Extant taxon #Field (mathematics) #Foundation (evidence) #Knowledge management #Market orientation #Marketing #Political science #Sociology #Subject (documents)
paper · doi:10.1177/002224299005400201
published in Journal of Marketing 54(2), 1-18 (SAGE Publishing)
openalex publication_date 1990/04/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/06
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.
Citations
Cited by
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