From customer orientation to market orientation

Theory and measurement

Abstract

This paper conducts a review of research related to the execution of marketing concepts. Previous studies can be divided into customer-orientated research, with focus on individual purchasing behavior, and market-oriented research, with focus on organizational culture within business units. Market-oriented research, in the context of the production industry, has overlooked the existence of employees with the implicit assumption that organizational culture is homogenous throughout an organization. In the future, incorporating awareness of both the market orientation of employees and customer orientation through contact with customers will be important.