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Practitioner problems with gauging market orientation: an exploratory investigation.

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Practitioner problems with gauging market orientation: an exploratory investigation. / Mason, Katy; Harris, Lloyd C.
In: Long Range Planning, Vol. 38, No. 4, 08.2005, p. 373-391.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Mason, K & Harris, LC 2005, 'Practitioner problems with gauging market orientation: an exploratory investigation.', Long Range Planning, vol. 38, no. 4, pp. 373-391. https://doi.org/10.1016/j.lrp.2005.04.007

APA

Mason, K., & Harris, L. C. (2005). Practitioner problems with gauging market orientation: an exploratory investigation. Long Range Planning, 38(4), 373-391. https://doi.org/10.1016/j.lrp.2005.04.007

Vancouver

Mason K, Harris LC. Practitioner problems with gauging market orientation: an exploratory investigation. Long Range Planning. 2005 Aug;38(4):373-391. doi: 10.1016/j.lrp.2005.04.007

Author

Mason, Katy ; Harris, Lloyd C. / Practitioner problems with gauging market orientation: an exploratory investigation. In: Long Range Planning. 2005 ; Vol. 38, No. 4. pp. 373-391.

Bibtex

@article{3103d571f93e4421a726f7ec3d26f83b,
title = "Practitioner problems with gauging market orientation: an exploratory investigation.",
abstract = "Despite the credibility of the market orientation concept, it is still not being fully realised by practitioners. Many perceive their companies to be orientated to the consumer, but the evidence is contrary and the development of a genuine market orientation remains elusive. This paper identifies eight common reasons why managers misinterpret their companies{\textquoteright} market orientation levels and identifies what could be done to rectify the situation. These observations lead to a number of conclusions and implications for both theory and practice.",
keywords = "Market Orientation, Management Practice",
author = "Katy Mason and Harris, {Lloyd C.}",
year = "2005",
month = aug,
doi = "10.1016/j.lrp.2005.04.007",
language = "English",
volume = "38",
pages = "373--391",
journal = "Long Range Planning",
issn = "0024-6301",
publisher = "ELSEVIER SCI LTD",
number = "4",

}

RIS

TY - JOUR

T1 - Practitioner problems with gauging market orientation: an exploratory investigation.

AU - Mason, Katy

AU - Harris, Lloyd C.

PY - 2005/8

Y1 - 2005/8

N2 - Despite the credibility of the market orientation concept, it is still not being fully realised by practitioners. Many perceive their companies to be orientated to the consumer, but the evidence is contrary and the development of a genuine market orientation remains elusive. This paper identifies eight common reasons why managers misinterpret their companies’ market orientation levels and identifies what could be done to rectify the situation. These observations lead to a number of conclusions and implications for both theory and practice.

AB - Despite the credibility of the market orientation concept, it is still not being fully realised by practitioners. Many perceive their companies to be orientated to the consumer, but the evidence is contrary and the development of a genuine market orientation remains elusive. This paper identifies eight common reasons why managers misinterpret their companies’ market orientation levels and identifies what could be done to rectify the situation. These observations lead to a number of conclusions and implications for both theory and practice.

KW - Market Orientation

KW - Management Practice

U2 - 10.1016/j.lrp.2005.04.007

DO - 10.1016/j.lrp.2005.04.007

M3 - Journal article

VL - 38

SP - 373

EP - 391

JO - Long Range Planning

JF - Long Range Planning

SN - 0024-6301

IS - 4

ER -