Working Papers

Creating a Market Orientation: A Longitudinal, Multifirm, Grounded Analysis of Cultural Transformation

Gary F. Gebhardt, Gregory S. Carpenter, and John F. Sherry, Jr.

Jan 1, 2006

Based on a study of seven firms, identifies four stages (initiation, reconstitution, institutionalization, and maintenance) that firms progress through as they adopt a market orientation. MSI Best Paper Award Winner

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