This response is prompted by Hult, Ketchen and Slater's (2005) article entitled ‘Market orientation and performance: an integration of disparate approaches.’ As a contributor to the foregoing debate in the pages of this journal to which they refer I am writing to offer some observations on the nature and implications of the research reported in their paper and to clarify my essential difficulty as a strategist with the ‘market‐oriented: customer‐led’ construct.
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Tom Connor (2007) studied this question.
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