Langerak, Langerak, F.; Hultink, Hultink, E.J.; Robben, … - Erasmus Research Institute of Management (ERIM), … - 2000
Empirical research has demonstrated that a market orientation has in general a positive effect on organizational performance. The potential benefits of a market orientation have, however, not been realized because academics and practitioners do not yet understand the modus operandi that...