Understanding and practising market orientation : exploring how managers cope in turbulent environments

摘要: Managers are frequently exposed to abstract, theoretical concepts, of which some attended while others neglected. To become meaningful for managers, new abstract concepts must be reflected upon and given content. In this paper, we explore how what extent managers understand make use the exemplar concept “market orientation”. The reported findings indicate that managers’ understanding market orientation, in their goal-directed effort perform, influenced by actual context they embedded operate. Our also orientation can deviate substantially from meaning academic literature.