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Essay text:
Gradual changes should be a better way to
implement the idea of market orientation in a firm than radical shifts. Another issue is
the impact of the innovative character of the firm on the link between market
orientation and performance. Moreover, the ideas of learning and innovation are
closely linked together. So, our research question refers to the link between the
concepts of market orientation, the learning organisation and innovativeness. All
three concepts have relationships with the organisation’s culture. We will apply our
ideas in an empirical study in the services sector.
Market orientation
The concept
Much has been said the past twenty years about the need to be market oriented...
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