Seminar Paper, 1998
10 Pages, Grade: 1
The conceptualisation of Narver and Slater (1990) was also based on a literature search, which was done in parallel to that of Kohli and Jaworski. Their proposition is that market orientation consists of the following behavioural components:
1) Customer orientation: a sufficient understanding of target buyers, so that continuous supe-rior value can be created for them.
2) Competitor orientation: understanding short-term strengths and weaknesses and long-term capabilities of both current and potential competitors.
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