Introduction pg.
Literature view of a market orientation pg.3 .
2.1 concepts of a market orientation pg.3 .
3.Discussion of sources of a market orientation pg.6 .
3.1 aspects of a market orientation pg.6 .
3.2 learning and innovation pg.7 .
3.3 effects on business performance pg.10 .
4.Outcomes of a market orientation pg.12 .
4.1 consequences of a market orientation pg.12 .
5.Conclusion pg.15 .
6.Literature list pg.16 .
1. Introduction.
In recent years, consumers have differentiated their needs and wanted them to be fulfilled by the market. Since companies would die to have as many customers as possible, they had to focus their attention more and more on the needs of the customers. They could not come up anymore with their own designed products, but had to listen to all the wants and needs of its target market. One could ask whether all the effort being put into a market orientation is worth the trouble. To satisfy the needs of their customers, a company has to be more effective in its market orientation than any other. This paper will discuss and compare the sources of a market orientation. The central statement that encompasses this all is: .
A successful implementation of a market orientation of an organization.
This statement will be dealt with in the following way: first an outline of a number of different concepts of a market orientation will be given. In the next chapter the sources of a market orientation will be discussed. This will be followed by a chapter that discusses the outcomes of a market orientation, highlighting what the benefits are and where some pitfalls may arise. Finally, the above will be wrapped up in a conclusion. .
2. Literature view of a market orientation.
Different views of market orientation have been around for some time. In recent years, an increasing number of studies have focused on the concept of "market orientation"( Han, Kim et al.