ORIENTASI PASAR : ANTESEDEN DAN KONSEKUENSI
Abstract: Market orientation
is a concept that is still proven efficacy because by applying this concept the
company is able to sell products that suit the tastes and needs of its
consumers. This is because there are three main activities in this concept,
which is market intelligence generation,market intelligence dissemination and
market responsiveness. Understanding the market orientation concept will be
more profound when its antecendents and consequences are well understood. This
paper discussed about the antecedents of market orientation, namely: senior
management factors, interdepartmental dynamics and organizational systems.
While the consequences of market orientation are organizational performance,
customer Consequences, and innovation consequence.
Keywords: market intelligence
generation, market intelligence dissemination, market responsiveness, market
orientation antecedents, market orientation consequences
Penulis: Fransisca Mulyono
Kode Jurnal: jpakuntansidd130149
