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Number of pages: 8
Publication Date: Nov 22, 2010
Source: IESE (España)
Type of Document: Technical Note
The purpose of this technical note is to define the concept of market orientation, demonstrate the advantages and characteristics of a market-oriented company and propose some ideas to help companies develop their market orientation. Market orientation is one of the central concepts in marketing literature. It gives companies a competitive edge by helping them understand and respond to market demands effectively, enhancing the awareness of the company as a whole to changes in the environment.