A Review of Empirical Research on Antecedents of Market Orientation
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 3
Abstract
Market orientation is widely recognized as critical for competitive advantage and superior performance by researchers and marketing practitioners. A review of empirical studies on market orientation reveals that there are limited studies on the drivers of market orientation in both developed and developing economies. This paper reviews past studies with the intention of identifying possible avenues for further research on antecedents of market orientation based on the prepositions and framework by Kohli and Jaworski (1990).The paper also examines the research methodology employed in the studies and suggests solutions to the identified problems.
Authors and Affiliations
Angeline WambuiWambugu PhD
Keywords
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