Centro de Documentacion de Fundación MAPFRE - Pitfalls in evaluating market orientation : an exploration of executives' interpretations

MAP20071507465

Pitfalls in evaluating market orientation : an exploration of executives' interpretations / Katy Mason

Companies must to be orientated to the consumer, but the evidence is contrary and the developtment of a genuine market orientation remains elusive. Here we could find eight common reasons why managers misinterpret their companies' market orientation levels and identifies what could be done to rectify the situation

En: Long range planning. - Oxford [etc.]. - Vol. 38, nº 4, August 2005 ; p. 373-391

1. Empresas . 2. Análisis de mercados . 3. Orientación al mercado . 4. Competencia . 5. Management . 6. Coordinación . I. Harris, Lloyd C. . II. Título. III. Título: Long range planning.