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According to Roger Best (2005) Market Orientation is “restructuring an organization around markets rather than products or factories and creating employee culture that is responsive to customers and changing market conditions”. Thus, the market-oriented organization must be able to create and implement a strategy centred on -and propelled by- the market; it must listen to the market first and then apply the rest of the business concepts: product development, production and sales.
After analysing what philosophy (or business orientation) spurs our organization, the transformation towards Market Orientation is implementing a strategy consistent with the marketing concept; consequently, it must adapt to market needs and trends in a way that all of its departments participate in responding to them (Kohli and Jaworski, 1990)...
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