A Comprehensive Review and Future Issues for Alternative Orientations in Marketing:
Research on alternative orientations in the same dimension as a market orientation has been conducted individually, but few studies have taken a comprehensive approach to alternative orientations. Therefore, there is no overall view of alternative orientations, and the impact that they have on vario...
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| Format: | Article |
| Language: | Japanese |
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Japan Marketing Academy
2019-03-01
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| Series: | Maketingu Janaru |
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| Online Access: | https://www.jstage.jst.go.jp/article/marketing/38/4/38_2019.017/_html/-char/en |
| Summary: | Research on alternative orientations in the same dimension as a market orientation has been conducted individually, but few studies have taken a comprehensive approach to alternative orientations. Therefore, there is no overall view of alternative orientations, and the impact that they have on various marketing variables has not been determined. A comprehensive review of previous studies on alternative orientations was performed, with a focus on organization of 10 orientations and clarification of the research stages of each orientation. |
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| ISSN: | 0389-7265 2188-1669 |