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Essay

Market Orientation

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Issue:

Business

 

Written by:

Elizabeth B

 

Date added:

August 22, 2015

 

Level:

University

 

Grade:

A

 

No of pages / words:

5 / 1349

 

Was viewed:

5920 times

 

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Essay content:

Later, Pride’s et al. (2007) view will be mentioned. Throughout the paper as each of these authors’ views are explored, observations will be made as the writer makes an expression of opinion on market orientation and different approaches that can be taken to achieve market success. One of the many views adopted on market orientation is that of Harris (1999), who by exploring a variety of barriers on the development and maintenance of market orientation sought to demonstrate that the development of market orientation is highly affected by an organisation’s internal environment...
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Harris (1999) attempted this by arguing that internal barriers such as lack of employees’ capabilities and skills, inappropriate information systems, and lack of commitment to market orientation, does not allow the organisation to focus on the market. Moreover, he argued that an organisation’s internal lack of understanding of market orientation will prevent the organisation from understanding its external environment and thus restrict its ability to develop and maintain an effective market orientation...
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