@inbook{9ae2b2185d6049e085e0076e654c5b46,
title = "Is Market Orientation Alone Enough? A Theory of Market Orientation, Productivity, and Performance",
abstract = "Previous research on market orientation claims that higher levels of market orientation lead to greater profitability. In this conceptual paper, we argue that it is inadequate to only study the effect of market orientation on profitability. It is entirely feasible for a firm exhibiting high market orientation to perform poorly. We argue that firms should be concerned with the productivity of market orientation implementation, rather than with market orientation per se. We develop a conceptual model showing the relationship between market orientation, productivity and performance, and also present research propositions to test our theory.",
keywords = "American Market Association, Implementation Process, Market Orientation, Telecommunication Industry, Wall Street Journal",
author = "Keh, \{Hean Tat\} and Park, \{Seong Y.\} and Shin, \{Ji Yong\}",
note = "Publisher Copyright: {\textcopyright} 2015, Academy of Marketing Science.",
year = "2015",
doi = "10.1007/978-3-319-17320-7\_65",
language = "English",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer Nature",
pages = "242--245",
booktitle = "Developments in Marketing Science",
}