| dc.description.abstract | The literature operates with three perspectives on market orientation. These
include market orientation as behavior (Kohli and Jaworski 1990; Narver and
Slater 1990), market orientation as a unique resource (Hunt and Morgan 1995)
and market orientation as a dynamic learning capability (Sinkula 1994; Day
1994b). A company's level of market orientation will vary with regard to the
perspectives, including factors affecting a company’s degree of market
orientation and the effects of market orientation. Chapter 2 investigates these
subjects. After investigating the different aspects of market orientation and after
looking at variations in the factors affecting the level of market orientation,
Chapter 3 will investigate factors that influence the market-oriented firm’s
intelligence processing for the generation of knowledge. Through the
establishment of measures for market orientation capabilities, I will identify
determinants that affect knowledge generation in the area of market orientation
(see Sinkula, Barker and Nordewier 1997; Day 1994a). Chapter 4 explains the
method used to analyze the research model, and the validation of the measures,
while Chapter 5 reports the results of the analysis. Chapter 6 describes the
conclusions from the project, and offers suggestions for future research. | en_US |
