The Evolution and Conceptualization of Market Orientation:What Managers Ought to Know

Market orientation, viewed mostly as an implementation of the marketing concept, is probably one of the most studied areas of marketing. Some argue that it is a philosophy, or way of being, while others argue that it is a set of business practices to be implemented. Others argue that it is a combination of these two, aligned with the strategic mandate of the firm. To fully understand market orientation and its importance, one must be able to trace its development and subsequent research contributions. This paper provides such an over-view.