Making the Transformation Toward a Market-orientated Organisation: A Review of the Literature

Since its inception 50 years ago, the marketing concept has served as marketing’s implicit theory of the firm by relating performance differentials among firms to their degree of market orientation. Despite significant advances in the development of market orientation theory, a large void remains in the literature when it comes to studies that tackle the implementation of market orientation. This chapter assesses the current status of market orientation literature and reviews the most prominent implementation approaches published since the ‘Rediscovery of the Marketing Concept’ in 1988.