A Market Orientation on the Internet
نویسنده
چکیده
A market orientation (MO) has long been an essential concept in marketing discipline. Advanced information technologies show a great potential for information acquisition, sharing, and dissemination, all of which are the essential processes of an MO. This paper proposes a framework of an Internet-mediated market orientation (IMO), in which the Internet functions as a transformer of the traditional MO into a more efficient and effective way of information generation, dissemination and responsiveness on line toward sustaining competitive advantage.
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