Market orientation and performance


  • Tom Connor

    Corresponding author
    1. The Business School, University of Bedfordshire, Luton, Bedfordshire, U.K.
    • The Business School, University of Bedfordshire, Putteridge Bury, Hitchin Road, Luton, Bedfordshire LU2 8LE, U.K.
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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. Copyright © 2007 John Wiley & Sons, Ltd.