Concept information
Preferred term
market orientation
Definition
- Market orientation was first defined within marketing literature in the early 1990s as an organization-level culture comprising values and beliefs about putting the customer first in business planning. Market orientation is rooted in the marketing concept, which was developed in the 1950s and 1960s by academics such as Peter Drucker and Theodore Levitt. [Source: Encyclopedia of New Venture Management; Market Orientation]
Broader concept
Belongs to group
URI
https://concepts.sagepub.com/social-science/concept/market_orientation
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