Working Papers

Rethinking Market Orientation from the Outside in

George S. Day

May 11, 2020

Presents an approach to marketing strategy that embeds an iterative, learning process within an organization distinguished by five attributes: (1) an expansive perspective using a wide lens and (2) an empathic orientation, that is (3) forward-looking, (4) driven by curiosity, and (5) pervades all levels of the organization.

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