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For researches and managers, the key questions that surround market orientation are whether or not it increases performance, and if so, in which circumstances should market orientation be implemented. In order for market orientation to become a cornerstone of business practices in years to come, these questions must be answered. This review will focus on three articles which address these key questions: "Market Orientation and Company Performance: Empirical Evidence from UK Companies" by Greenley, G (1995), "Market Orientation: Antecedents and Consequences", by Jaworski and Kohli (1993) and "The Effect of a Market Orientation on Business Profitability" by Narver and Slater (1990)...
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Common topics in this essay:
- A Review of the Literature on the Topic of Market Orientation and the Firm with reference to three articles.
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