‘Market Orientation’ As An Efficient Marketing Strategy: An Investigation Of Its Concepts And Measurements

Abstract

At times of changing customer needs and increasing competition, instances of brand switching have been on the rise necessitating businesses to keep “customers “as the focal point of all their marketing efforts. All it needs is a strong mechanism to gather information related to the factors affecting customer needs and make strategic moves to position itself ahead of its competitors. Thus, businesses are resorting to spending considerable time on market orientation. A market-oriented business can fulfill the varied needs of the different interest groups, namely: customers, employees, regulators, and society. Different scholars have put forward different perspectives on market orientation. The present study attempts to compile the different perspectives of selected scholars and highlight the different measurement scales devised by scholars to measure market orientation. The study outlines nine different perspectives on market orientation; and four measurement scales: MKTOR, MARKOR, MORTN, and MOS which are mostly used in different studies.