2015 | OriginalPaper | Buchkapitel
On the Consequences of Market Orientation
verfasst von : Can Uslay, Jagdish N. Sheth
Erschienen in: Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference
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The authors apply logical atomism to examine market orientation and its consequences through decomposition, and illustrate how this type of inquiry can enhance our understanding. To that end, they develop models for two consciousness levels and derive twenty-nine propositions to demonstrate the diverse effects of market orientation on financial performance.