Market Orientation: Review and New Research Agenda

Bahman Hajipour, Farajollah Rahimi, Mohsen Hooshmand


In order to be successful in its business any firm needs an appropriate approach adoption with market. Market orientation is one of the most important strategic approaches. Market orientation means the true understanding of market, customers’ demands, and adopting the true process to be responsiveness to the market’s developments. In this research, by investigating the strategic approaches the marketing orientation is investigated totally. The Kohli-Jaworski, Narver-Slater, and Cadogan-Diamantopoulos’s models are analyzed. Finally, by stating the similarities and differences of these models some suggestions for choosing the market orientation will be presented.

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