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Market Orientation at Industry and Value Chain Levels: Concepts, Determinants and Consequences

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The term market orientation, defined as sets of activities dealing with the generation and dissemination of, and response to, market intelligence, is extended from the organisational level to the industry and value chain levels. By drawing on theories from industrial economics, neo-institutional theory, transaction cost economics, network theory and the political-economic approach to the analysis of marketing channels, we try to find potential determinants of market orientation at the industry and value chain levels. We summarise these determinants and their possible interaction in two conceptual models, which may serve as guiding principles for empirical research.
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Keywords: MARKET ORIENTATION; NEO-INSTITUTIONAL; POLITICAL-ECONOMIC PARADIGM; THEORY; TRANSACTION COSTS; VALUE CHAIN

Document Type: Research Article

Publication date: 2002-06-01

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