Japan Marketing Journal
Online ISSN : 2188-1669
Print ISSN : 0389-7265
Review Article / Invited Peer-Reviewed Article
A Comprehensive Review and Future Issues for Alternative Orientations in Marketing:
Impact of Alternative Orientations
Hitoshi Iwashita
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2019 Volume 38 Issue 4 Pages 63-79

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Abstract

Research on alternative orientations in the same dimension as a market orientation has been conducted individually, but few studies have taken a comprehensive approach to alternative orientations. Therefore, there is no overall view of alternative orientations, and the impact that they have on various marketing variables has not been determined. A comprehensive review of previous studies on alternative orientations was performed, with a focus on organization of 10 orientations and clarification of the research stages of each orientation.

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