Five perspectives of conceptualization of market orientation

In the last decade,a great deal of attention has been devoted to thd concept of market ofienta-tion in marketing academe and practice.However,the relevant researches have yielded fragmented and mixed findings.Numerous perspectives have been proposed as researchers endeavor to conceptualize the mar-ket orientation construct and implement it in practice.A conceptual framework is presented that integrates rive recently advanced perspectives on market orientation.The similarities and differences are reviewed,rollowed byh a dis-cussion of market ofientation as a managerial versus cultural phenomenon to cchieving a competitive ad-vantage.