Doctoral Research: |
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| Authors: | Sean A Meehan |
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| Institution: | Sean Meehan is a doctoral student at London Business School. His doctoral study. "Market Orientation: Values, Behaviours, Performance" explores the complex links between organisational culture, market focus and business performance and aims to discover whether market-oriented businesses produce superior performance. His doctoral proposal was one of five winners of the US Marketing Science Institute's doctoral proposal competition in 1995, the first year that this prize has been won by students at non-US business schools. |
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| Abstract: | Marketing specialists often expect management to accept without further elaboration that "market orientation" is good for all businesses. Yet there is much confusion as to what is meant by market orientation and whether it really is a source of lasting competitive advantage. This article summarises the evidence and argues that, despite some positive pointers, the case in favour remains unproven. |
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