淡江大學機構典藏:Item 987654321/91970
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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/91970


    Title: A Survey of Market Orientation Research (1995-2008)
    Authors: Liao, Shu-hsien;Chang, Wen-Jung;Wu, Chi-Chuan;Jerome M. Katrichis
    Contributors: 淡江大學管理科學學系
    Keywords: Market orientation;Application;Classification;Strategic management;Performance
    Date: 2011-03
    Issue Date: 2013-08-12 13:04:47 (UTC+8)
    Publisher: New York: Elsevier Inc.
    Abstract: 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.
    Relation: Industrial Marketing Management 40(2), pp.301-310
    DOI: 10.1016/j.indmarman.2010.09.003
    Appears in Collections:[Department of Management Sciences] Journal Article

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