Creating a Market Orientation: A Longitudinal, Multifirm, Grounded Analysis of Cultural Transformation

Gary F. Gebhardt, Gregory S. Carpenter, John F. Sherry Jr.

Research output: Chapter in Book/Report/Conference proceedingChapter

245 Scopus citations
Original languageEnglish
Title of host publicationMSI Reports
PublisherMarketing Science Institute
StatePublished - 2006

Cite this

Gebhardt, G. F., Carpenter, G. S., & Jr., J. F. S. (2006). Creating a Market Orientation: A Longitudinal, Multifirm, Grounded Analysis of Cultural Transformation. In MSI Reports Marketing Science Institute.