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

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<title>Pitfalls in evaluating market orientation</title>
<subTitle>: an exploration of executives' interpretations</subTitle>
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<title>Long range planning</title>
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<namePart>Mason, Katy</namePart>
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<namePart>Harris, Lloyd C.</namePart>
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<abstract>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</abstract>
<note type="statement of responsibility">Katy Mason</note>
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<topic>Empresas</topic>
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<topic>Análisis de mercados</topic>
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<topic>Orientación al mercado</topic>
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<topic>Competencia</topic>
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<topic>Management</topic>
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<topic>Coordinación</topic>
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<title>Long range planning</title>
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<text>Vol. 38, nº 4, August 2005 ; p. 373-391</text>
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