Market orientation processes : looking forward

Louise Young

doi:10.1016/j.ausmj.2011.04.005

Market orientation processes : looking forward

Louise Young

Research output: Contribution to journal › Article › peer-review

3 Citations (Scopus)

Abstract

This paper focuses on Rong and Wilkinson's (2011) recognition of market orientation as process related and considers the implications for research into these processes. Considered are the nature and role of processes and mechanisms by which firms "orient" to the markets in which they operate. Research into processes and their mechanisms represent an important but neglected area of research into firms' market activities. Methods that can be used to study processes are considered with agent-based simulation highlighted as a particularly fruitful way of doing so.

Original language	English
Pages (from-to)	157-160
Number of pages	4
Journal	Australasian Marketing Journal
Volume	19
Issue number	3
DOIs	https://doi.org/10.1016/j.ausmj.2011.04.005
Publication status	Published - 2011

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10.1016/j.ausmj.2011.04.005

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AB - This paper focuses on Rong and Wilkinson's (2011) recognition of market orientation as process related and considers the implications for research into these processes. Considered are the nature and role of processes and mechanisms by which firms "orient" to the markets in which they operate. Research into processes and their mechanisms represent an important but neglected area of research into firms' market activities. Methods that can be used to study processes are considered with agent-based simulation highlighted as a particularly fruitful way of doing so.

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DO - 10.1016/j.ausmj.2011.04.005

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VL - 19

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JO - Australasian Marketing Journal

JF - Australasian Marketing Journal

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ER -

Market orientation processes : looking forward

Abstract

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