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

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      <subfield code="a">Pitfalls in evaluating market orientation</subfield>
      <subfield code="b">: an exploration of executives' interpretations</subfield>
      <subfield code="c">Katy Mason</subfield>
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      <subfield code="a">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</subfield>
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      <subfield code="g">Vol. 38, nº 4, August 2005 ; p. 373-391</subfield>
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