Which School of thought better measure the concept of Market Orientation

Abstract

Market Orientation (MO) is an important Marketing tool which is explained by various MO schools of thought. All schools of thought have identified the significant impact of market orientation on firm’s performance but, none of them entirely explained the concept of Market orientation (MO). Studies emphasized on different aspects of market orientation e.g., decision making, cultural aspect, market intelligence, strategic aspect & customer orientation perspective. This Research paper intends to support market intelligence perspective of (Kohli & Jaworski, 1990)due to its way to approach market orientation (MO) in three important ways; Intelligence dissemination, intelligence generation & intelligence responsiveness which helps organizations to understand current & future need of customer, dissemination of intelligence across various department & then organization-wide its responsiveness.
Key words: Market Orientation (MO); Schools of thought of MO; Organizational Performance