|Title||The implementation of market orientation revisited: a change management perspective|
|Authors||Morah, E.M.I. and Wilson, J.|
The literature on market orientation (MO) has shed so much light on all aspects of the construct but the implementation conundrum. This study seeks to further enhance our comprehension of the MO body of knowledge by reviewing various recommendations on the best methodology or logical steps for instituting MO in organizations. The review exercise yielded a constellation of equivocal and unobtrusive processes which obfuscates the process of becoming market oriented. To illuminate the construct and achieve clarity, the change management domain is relied on.
|Conference||Academy of Marketing Conference|