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Strategic Managment

In: Business and Management

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Definition of Market Orientation:
A company philosophy focused on discovering and meeting the needs and desires of its customers through its product mix. Unlike past marketing strategies that concentrated on establishing selling points for existing products, market orientation works in reverse, attempting to tailor products to meet the demands of customers. In essence, market orientation can be thought of as a coordinated marketing campaign between a company and its customers.
We can find many different definitions for market orientation as stated below by:
- Kohli and Jaworski (1990) defined market orientation as "the organization-wide generation of market intelligence, dissemination of the intelligence across departments and organization-wide responsiveness to it"

- Narver and Slater (1990) defined market orientation as "the organization culture that most effectively and efficiently creates the necessary behaviors for the creation of superior value for buyers and, thus, continuous superior performance for the business."

Measure Market orientation:
In order to measure market orientation, the two most widely used scales are MARKOR and MKTOR.
Constructs for market oriented behavior are based on the widely accepted MARKOR scale of Kohli, Jeworski, and Kumar (1993). Drawing on the expert interviews, a few adaptions were made, in order to accommodate the characteristics of new high-tech ventures, & generally more informal activities were integrated. We prefer the original MARKOR scale to the refined & validated scale of Matsuno, Mentzer & Rentz (2000).
The mktor scale is a 15-item, 7-point Likert-type scale, with all points specified. In this measure, market orientation is conceptualized as a one-dimensional construct, with three components, namely: customer orientation, competitor orientation, and interfunctional coordination. The simple average of the

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