Market-Orientation and Corporate Performance

Article English OPEN
Lambin, Jean-Jacques ; Chumpitaz, Rubén (2001)
  • Publisher: Symphonya. Emerging Issues in Management
  • Journal: Symphonya. Emerging Issues in Management, issue 2 Market-Driven Management (issn: 1593-0319, eissn: 1593-0300)
  • Related identifiers: doi: 10.4468/2001.2.03lambin.chumpitaz
  • Subject: Market-Orientation; Marketing Orientation; Corporate Performance; Manufacturers-Distributors Relationships; Market-Driven Management; Global Corporations; Global Markets | http://dx.doi.org/10.4468/2001.2.03lambin.chumpitaz [Market-Orientation; Marketing Orientation; Corporate Performance; Manufacturers-Distributors Relationships; Market-Driven Management; Global Corporations; Global Markets DOI]

Market-orientation is generally referred to the basic orientation that governs the relationship of a firm with its market and, more particularly, with its customers. Now, in many firms, MO is treated like the marketing concept. This traditional view of MO has two main d... View more
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