A perusal of extant literature on market orientation – concern for its implementation

Abstract

Market orientation has been defined distinctly from a marketing perspective but has been repeatedly discussed as the implementation of the marketing concept and the majority of the literature on market orientation has figured in the Journals of Marketing. Further, in a majority of writings on market orientation, the entire focus is on external market, viz., consumers and competitors, thereby ignoring internal customers’ satisfaction. While no unanimity has been reached with regard to the market orientation construct, Kohli and Jaworski, and Narver and Slater have developed two dominant measures, which have been considered incomplete on account of one or other loophole. The relationship between market orientation and business performance in terms of objective measures could not be strengthened. Moreover, the implementation of market orientation has not been addressed satisfactorily and concretely. At the end, knowledge management has been suggested as a mean for effective generation and dissemination of the market intelligence. Further, a scientific approach has also been proposed for the implementation of market orientation.