Market driving, market driven, or both? toward a concept of dual market orientation

Although the literature suggests that firms choose between a market-driving and market-driven approach, observation suggests that firms often employ both approaches simultaneously. In this paper, I explore the concept of a dual market orientation and explore its implications for developing marketing...

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Bibliographic Details
Published inIndustrial marketing management Vol. 113; pp. 357 - 359
Main Author Carpenter, Gregory S.
Format Journal Article
LanguageEnglish
Published Elsevier Inc 01.08.2023
Subjects
Market orientation
Organizational culture
Organizational culture
Market orientation
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Summary:Although the literature suggests that firms choose between a market-driving and market-driven approach, observation suggests that firms often employ both approaches simultaneously. In this paper, I explore the concept of a dual market orientation and explore its implications for developing marketing strategy, measuring market orientation, and competition between firms. •Existing approaches to market orientations suggest that firms must choose between a market-driven approach•We propose a dual market orientation, in which firms are simultaneously marjet driven and market driving•Firms pursuing such an approach bridge two different and at times inconsistent approaches•Firms can succeed with customers even if they do not embrace a traditional market orientation•A dual mark orientation suggests new opportunities to create competitive advantage
ISSN:0019-8501
1873-2062
DOI:10.1016/j.indmarman.2023.02.003