Abstract
The global economy determined deep changes in the companies’ strategic process, providing opportunities and threats in all segments and demanding competitive products and services. Therefore, the marketing function in the organizations takes greater importance in the development of sustainable competitive advantages. Many authors consider the market orientation as the essence of the business philosophy that leads to the success in the fight for markets because it investigates the consumer’s desires and necessities. This article analyzes the main works that contribute for construction of marketing concept and market orientation.
Highlights
The global economy determined deep changes in the companies’ strategic process, providing opportunities and threats in all segments and demanding competitive products and services
Many authors consider the market orientation as the essence of the business philosophy that leads to the success in the fight
This article analyzes the main works that contribute for construction of marketing concept and market orientation
Summary
Ambiente Turbulência de mercado Intensidade concorrencial Turbulência tecnológica. Desphandé e Webster (1989, citados por Akel Sobrinho, 2000) abordaram orientação para o mercado como um tipo de cultura organizacional, onde os indivíduos que fazem parte da empresa centralizam todas as atividades organizacionais na construção de valor para o cliente. Realizado junto a 50 empresas japonesas e seus clientes, os autores concluíram que as melhores performances estavam atreladas à uma combinação de orientação para o cliente, inovação e cultura de mercado. Síntese dos trabalhos clássicos sobre orientação para o mercado O quadro a seguir sintetiza as principais características dos modelos descritos nesta revisão teórica sobre orientação para o mercado: Quadro 2: síntese dos trabalhos clássicos sobre orientação para o mercado
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
