Working Papers

Market Orientation in U.S. and Scandinavian Companies: A Cross-cultural Study

Fred Selnes, Bernard J. Jaworski, and Ajay K. Kohli

Jan 1, 1997

Examines how a country context affects the organizational factors that drive a market orientation, the levels of market orientation, and the strength of linkages between market orientation and its antecedents and consequences. Suggests that the core framework for market orientation proposed in earlier U.S.-based work does generalize to Scandinavia.

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