Chapter Summary
Market orientation has some important outputs. In this chapter, we discussed the effects of market orientation on organizational performance, firm innovativeness, and employees. One of the most important consequences of market orientation is organizational performance. Many studies have examined the relationship between market orientation and business performance.
Intense competition, rapid globalization, and changing technology have made innovation a must for firms. It is crucial for commercial organizations not only to capture new opportunities but also to pay more attention on the development of their products and market to maintain their competitive advantage. Market orientation leads to new product developments, and this ...
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