Market Orientation: an iterative process of customer and market engagement

Philip Hadcroft, Denise Jarratt

    Research output: Contribution to journalArticlepeer-review

    27 Citations (Scopus)
    164 Downloads (Pure)


    inhibiting the envisioned cultural change was the power-base of those within the organisation who perceived that a national, market focus would eliminate local autonomy. Specific policy was required to align rewards with required behavioural change. Contribution This research provides a unique perspective of market orientation as a process of organisational development directed towards aligning the organisation with its served markets. Intervention strategies and incremental changes attempted to achieve a national market perspective, highlight the importance of aligning structure, human resource management strategy, top management commitment and leadership drive in achieving such a cultural change.
    Original languageEnglish
    Pages (from-to)21-58
    Number of pages38
    JournalJournal of Business-to-Business Marketing
    Issue number3
    Publication statusPublished - 2007


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