Is market orientation a source of sustainable competitive advantage or simply the cost of competing?

Journal of Marketing

Volumn 75, Issue 1, 2011, Pages 16-30

  Kumar, V ^a   Jones, Eli ^b   Venkatesan, Rajkumar ^c   Leone, Robert P ^d  

^a GEORGIA STATE UNIVERSITY   (United States)

^b LOUISIANA STATE UNIVERSITY   (United States)

^c UNIVERSITY OF VIRGINIA   (United States)

^d TEXAS CHRISTIAN UNIVERSITY   (United States)

Author keywords

Business performance; Customer relationship management; Longitudinal; Market orientation; Sustainable competitive advantage

Indexed keywords

EID: 79952329478     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkg.75.1.16     Document Type: Article

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