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e generation, one general market orientation factor, one market marketing informant factor one factor for responsiveness and dissemination and one non-marketing informant factor. Deshpandé and Farley (1998) conducted a comprehensive international study to synthesize and retest three measurements of market orientation proposed by three separate groups of researches in 1980s. Their study of managers shows that all the three scale are valid and reliable. They also synthesized a 10-item scale. Gray et al. (1998) replicate and extend the research of both Jaworski and Kohli and Narver and Slater via multi-industry sample of New Zealand companies.

1.3 Consequences of Market Orientation
　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　Organizational performance, customer consequences, employee consequences and innovation consequences are the four consequences of market orientation (Jaworski and Kohli 1996). The relationship between market orientation and organizational performance is the most concerned topic in market orientation for practitioners and has been explored by hundreds of researchers. The assertion that market orientation can bring better organizational performance has been supported by both marketing academics and practitioners in marketing field (Levitt, 1960; Webster, 1988; Kotler, 2000). Meta-analytic evidence has been used to evaluate the impact of market orientation on organizational (Brown and Peterson, 1993). The view that market orientation is beneficial for organizational performance is predominant (Jaworski and Kohli 1993;Slater and Narver 1994), however many other researcher have found nonsignificant or negative relationship between market orientation and performance in their own researches (Bhuian 1997; Agarwal, Erramilli, and Dev 2003; Sandvik and Sandvik, 2003). Many other researcher have found their results inconsistent, dispara findings on of the relationship between market orientation and performance (Grewal and Tansuhaj 2001).

6.Conclusion

本文全面探讨了关于市场定位问题。在市场导向的定义的文献综述阐明概念和揭示的内容和市场定位的重要性。在市场导向与组织绩效之间的关系的讨论，使我们对市场导向的平静。This comprehensively explores issues concerning market orientation. Literature review on the definition of market orientation clarifies the concept and shed light upon the content and importance of market orientation. The discussion on the relationship between market orientation and organizational performance makes us calm about market orientation, not to trust its benefit too much. Measurement of market orientation offers practical and effective scales to measure the market orientation level in a particular organization. Organizational and managerial characteristics of market-oriented companies subscribe the road for companies to turn market-oriented with many useful implications. The antecedents of market orientation show the factors pushing companies to be market-oriented. In such competitive and information age, many companies especially those international companies have transformed from product-oriented, https://www.51lunwen.org/ sales-oriented to market-oriented. Like Honda, many companies are changing their management styles, adopting all possible approaches to satisfy market demand. However, market-orientation is not an easy work to realize market orientation. Relevant materials, financial condition and human resource are needed. And it’s not easy to grasp the essence o本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。