The impact of information distortion within the context of implementing and sustaining a market orientation

The marketing literature has predicated market orientation on information generation, dissemination and responsiveness to such information, implicitly assuming that information is perfect. Unfortunately, information distortion is a commonplace phenomenon in business. It is therefore conceivable that the generation and dissemination of distorted information can impede an organization's responsiveness to such information. Relationships between distortion, receiver reaction and responsiveness are discussed, with implications for continued research.