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    题名: A Survey of Market Orientation Research (1995-2008)
    作者: Liao, Shu-hsien;Chang, Wen-Jung;Wu, Chi-Chuan;Jerome M. Katrichis
    贡献者: 淡江大學管理科學學系
    关键词: Market orientation;Application;Classification;Strategic management;Performance
    日期: 2011-03
    上传时间: 2013-08-12 13:04:47 (UTC+8)
    出版者: New York: Elsevier Inc.
    摘要: Since 1990, market orientation (MO) has received considerable attention in the marketing literature. Little research so far provides preliminary and useful information to facilitate good understanding of MO. This study presents a comprehensive survey of extant marketing literature using keyword classification from 1995 to 2008. It serves as a tutorial and aims to help the beginner researcher or practitioner to have access to MO, including its definitions, applications and problem domains. Based on the scope of 514 MO articles, we find that the number of publications on MO has significantly increased since 2001 with steady growth in recent years. In addition, these selected articles are scattered across 153 journals and mostly published in 10 academic journals. The contribution of our paper is to provide a means (i.e., keyword index) to conceptualize and operationalize the coverage of MO. It provides a conceptual framework to organize this vast body of research. This study ends with some discussions and conclusions.
    關聯: Industrial Marketing Management 40(2), pp.301-310
    DOI: 10.1016/j.indmarman.2010.09.003
    显示于类别:[管理科學學系暨研究所] 期刊論文


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