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Market Orientation: Reconciliation of Two Conceptualizations

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Abstract

Two different market orientation conceptualizations (Kohli and Jaworski 1990; Jaworski and Kohli 1993; Narver and Slater 1990) are evaluated for their merits based on the literature. A historical account of the marketing concept and market orientation research is provided. An attempt was made to reconcile the differences and provide an integrative framework that is built on the properties of each and other related factors found in the literature. Based on the conceptual reconciliation, research implications are provided for future empirical reconciliation.

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