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A synthesis model of market orientation constructs toward building customer value: a theoretical perspective

Baharun, Rohaizat and Alhakimi, Wail (2009) A synthesis model of market orientation constructs toward building customer value: a theoretical perspective. African Journal of Marketing Management, 1 (2). pp. 43-49.

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This paper aims to develop a synthesis model for integrating the main perspectives of market orientation constructs. A critical review of the related literature was done. As a result, a synthesis model was proposed. A lack of empirical research exists in developing and less-develop countries.Future research need to address this research gap by examining the proposed synthesis model of market orientation in different environments especially in Asian countries. A review of the literature is not enough to validate a model. Future quantitative and qualitative studies must be conducted in order to validate the proposed model. The integration of cultural perspective (customer and competitor orientation) and behavioral perspective (intelligence processing) of market orientation will improve the firm’s business performance through building customer value. There is a separate focus on measuring market orientation as culture and behavior. Recently, a call has emerged in the literature to integrate these perspectives. Therefore, the main contribution of this paper is the comprehensive model it proposed.

Item Type:Article
Uncontrolled Keywords:marketing concept, market orientation, customer value, intelligence processing, interfunctional coordination.
Subjects:H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:Management and Human Resource Development
ID Code:18942
Deposited On:06 Dec 2011 01:38
Last Modified:13 Sep 2017 02:29

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