Orientations in Marketing

The authors propose a 2 × 2 taxonomy that can be used as a tool to systematically review the marketing literature on orientations within firms. Specifically, they delineate previous research in the area based on two continuums: (i) level of analysis : organization or individual and (ii) continuity : state‐like or trait‐like. Referring to influential research in the area, the authors apply their framework to the research streams of market orientation and customer orientation. While space limitations preclude discussion of the many other orientations studied in marketing, the ideologies discussed herein can be readily applied elsewhere. A primary contribution of this passage is the organizing guide it provides marketing academics, which can be used to advance research on orientations in marketing.

Business · Customer orientation · Ideology · Market Orientation · Marketing research · Orientation (vector space) · Political science · Space (punctuation) · Taxonomy (biology) · Trait · Computer Science · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Ecology · Management and Marketing Education · Marketing · Mathematics

• Market Orientation

  Open Access•Ajay K Kohli, Bernard J Jaworski•Journal of Marketing•1990

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