Forms of Market Orientation in the Retail Apparel Industry in Brazil
11 Pages Posted: 19 Jun 2001
Abstract
Market orientation has received substantial academic and practicer interest over the last decade and has occupied a center stage of the theory and practice of marketing strategy. In an attempt to provide further insight into the global importance of market orientation, the empirical study reported in this article focuses on the form of market orientation. Five different forms of market orientation were identified in the retail apparel industry in a developing country - Brazil. The results indicated that the concentration in certain market orientation aspects could mean a better organizational performance.
Note: The downloadable document is written in Portuguese.
JEL Classification: M31, L22
Suggested Citation: Suggested Citation