INTERPRETATION EVALUATION AND THE EFFECT OF ORIENTATION TO VARIABLES OF MARKET RESEARCH

  • Eva Desembrianita STIE Urip Sumoharjo, Surabaya
  • Mujtaba M. Momin American University of Middle-East, Kuwait
  • Meithiana Indrasari Universitas Dr Seotomo, Surabaya
Keywords: market orientation with organizational culture, market orientation with organizational learning

Abstract

Market orientation is a philosophy in marketing strategy that assumes that product sales are not dependent on sales strategy but on the consumer’s decision to buy the product. Market orientation provides an Appropriate portion of attention to customer orientation and competitor orientation in order to provide the needs and wants of consumers by providing superior value for customers and the performance value for the organization. The purpose of this study to Evaluate and interpretation of market orientation variables on various studies by some marketing experts Whose empirical facts result in differences in research results (research gap). The results of the study provide the following prepositions: 1) how the relationship of market orientation with organizational culture, 2) How is the relationship of market orientation with organizational learning to be hypothesized in further research for both manufacturing and service organisasi.

Published
2018-06-12