@article {Sen:2006:0143-5124:201,
title = "Defining market orientation for libraries",
journal = "Library Management",
parent_itemid = "infobike://mcb/015",
publishercode ="mcb",
year = "2006",
volume = "27",
number = "4-5",
publication date ="2006-04-01T00:00:00",
pages = "201-217",
itemtype = "ARTICLE",
issn = "0143-5124",
url = "https://www.ingentaconnect.com/content/mcb/015/2006/00000027/f0020004/art00001",
doi = "doi:10.1108/01435120610668151",
keyword = "Information services, Market orientation, Marketing strategy, Library management",
author = "Sen, Barbara",
abstract = "
Purpose This paper is the result of exploratory research forming part of ongoing study into the value and relevance of market orientation as a strategic option for library managers. The aim of the study is to define the concept of market orientation relative to the library
sector. Design/methodology/approach A series of focus groups and field interviews were carried out in order to validate the established constructs of market orientation prevalent in the management literature. Focus groups were used to gather data from librarians working at
different levels in two different sectors, health and arts. Interviews were carried out with library service managers in two other sectors, academic and public. Senior library policy makers were also interviewed. The object was to gain an indication of the breadth of opinion across sectors.
The data were coded and analysed using a taxonomic map developed during the study. Findings Market orientation is a concept that library professionals see as being valuable. Library managers define market orientation in the same way as the concept is defined in the management
literature. Their understanding of the concept is developing. Research implications/limitations There are implications for further research. Methods used to measure market orientation in other domains are likely to be relevant for libraries. Practical implications 
Fostering an organisational culture that supports market orientation has implications for service management and development. Originality/value Research in market orientation in libraries is limited. This study provides the basis for research development into market orientation
and its value for libraries.",
}