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2015 | OriginalPaper | Chapter

Market Orientation Revisited- A European View

Authors : Tevfik Dalgic, Maarten Leeuw

Published in: Proceedings of the 1993 World Marketing Congress

Publisher: Springer International Publishing

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This paper is an early attempt to explain the basic macro and micro-environmental reasons why European companies have started to apply market orientation later than their North American counterparts. It commences with the explanation of the important aspects and foundations of market orientation within a historical framework and tries to evaluate and integrate separate studies from a European perspective to propose a construct of market orientation.

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Metadata
Title
Market Orientation Revisited- A European View
Authors
Tevfik Dalgic
Maarten Leeuw
Copyright Year
2015
Book
Proceedings of the 1993 World Marketing Congress

Print ISBN: 978-3-319-17322-1

Electronic ISBN: 978-3-319-17323-8

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-17323-8_46