Research on market orientation: Some lessons shared and issues discussed in a doctoral seminar

Abstract

For more than a quarter of a century, a large body of research in marketing, as well as in other disciplines, has focused on a number of substantive, theoretical and methodological issues relating to market orientation. Reflecting on their market orientation focused research journey, Jaworski and Kohli (2017) offer 22 valuable lessons for researchers on the nuances of conducting field-based, discovery-oriented research. For over two decades, market orientation has been among the substantive topics on the syllabus of a doctoral seminar on strategic marketing that I have taught at Texas A&M University. Over the years, I have greatly benefited from reading a number of journal articles on market orientation, in preparing for the seminar session on market orientation. Reflecting on the insights gained from this learning journey, I elaborate on five lessons shared, and five issues discussed in the seminar.