Market driving, market driven, or both? toward a concept of dual market orientation

Gregory S. Carpenter

doi:10.1016/j.indmarman.2023.02.003

Market driving, market driven, or both? toward a concept of dual market orientation

Gregory S. Carpenter

Marketing

Research output: Contribution to journal › Article › peer-review

2 Scopus citations

Abstract

Although the literature suggests that firms choose between a market-driving and market-driven approach, observation suggests that firms often employ both approaches simultaneously. In this paper, I explore the concept of a dual market orientation and explore its implications for developing marketing strategy, measuring market orientation, and competition between firms.

Original language	English (US)
Pages (from-to)	357-359
Number of pages	3
Journal	Industrial Marketing Management
Volume	113
DOIs	https://doi.org/10.1016/j.indmarman.2023.02.003
State	Published - Aug 2023

Keywords

Market orientation
Organizational culture

ASJC Scopus subject areas

Marketing

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10.1016/j.indmarman.2023.02.003

Cite this

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title = "Market driving, market driven, or both? toward a concept of dual market orientation",

abstract = "Although the literature suggests that firms choose between a market-driving and market-driven approach, observation suggests that firms often employ both approaches simultaneously. In this paper, I explore the concept of a dual market orientation and explore its implications for developing marketing strategy, measuring market orientation, and competition between firms.",

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author = "Carpenter, {Gregory S.}",

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year = "2023",

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doi = "10.1016/j.indmarman.2023.02.003",

language = "English (US)",

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KW - Organizational culture

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DO - 10.1016/j.indmarman.2023.02.003

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SN - 0019-8501

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EP - 359

JO - Industrial Marketing Management

JF - Industrial Marketing Management

ER -

Market driving, market driven, or both? toward a concept of dual market orientation

Abstract

Keywords

ASJC Scopus subject areas

Access to Document

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