Market orientation is the extent to which an organization has implemented the marketing concept, as evidenced by standards and values ​​that prioritize the importance of delivering customer value and the systematic use of current information about customer groups and competitors in decisions.

Three parts

  • Customer-oriented thinking and acting
  • Competitive thinking and acting
  • Think and act from an entire organization

Effects of market orientation

  • There are positive links between degree of market orientation and business performance
  • You are better armed against possible competitors
  • You are more satisfaction and involvement with employees

Market focus on component

External component

  • The focus is on customers
  • The focus is on competitors
  • The focus is on suppliers
  • The focus is on other market parties

Internal component

  • There is internal coordination between functions, business units