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So, the relationship between market oriented company and customers’ will become closer and it is easier for the company to get the information from the customers (Jobber David 2007). Basically, the goal for a market-oriented company is to earn profit from the consumers’ satisfaction. They will achieve their goal by coordinated marketing and interfunctional activities (Lamb, Hair & McDaniel 2002). Market orientation can be shown as figure:
Figure 1 (Adapted from Jobber David 2007 p. 6)
Customer orientation, competitor focus, and cross-functional coordination are the three major components of market orientation...
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