MARKET ORIENTATION: IMPORTANCE, EVOLUTION, AND EMERGING APPROACHES USING SCIENTOMETRIC ANALYSIS
The purpose of this review is to explore the importance, evolution, and emerging approaches to market orientation. The method had three steps: irstly, the importance of the topic was analyzed through the main scientometric metrics such as the number of publications per yea...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Universidad Libre
2021-12-01
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| Series: | Revista Criterio Libre |
| Subjects: | |
| Online Access: | https://revistas.unilibre.edu.co/index.php/criteriolibre/article/view/8371/7576 |
| Summary: | The purpose of this review is to explore the importance, evolution, and emerging approaches to market orientation. The method had three steps: irstly, the importance of the topic was analyzed through the main scientometric metrics such as the number of publications per year; secondly, tree of science algorithm was applied to understand evolution. And thirdly, a citation analysis was performed to generate the approaches. The results show three approaches: product innovation, organization performance, and internal market orientation. This study used only one dataset to find the relevant literature; future studies could perform analysis with Scopus and Dimensions. Subsequent studies could identify different perspectives through qualitative methods with case studies to validate the findings of the present investigation. |
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| ISSN: | 1900-0642 2323-0886 |