Implications of Market Practices in Market Orientation

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review


A recent wave of marketing publications is engaged in a discussion to advance understandings of markets. This interest has implications for market orientation, because markets are not conceptualized fully. The aim of this paper is to enrich market orientation introducing market practices. Exchange, normalizing, and representational practices are discussed, and, markets are seen as practical accomplishments. This paper presents new antecedents for market orientation in the form of market practices. Practices form collective understandings; which in turn, are mediators since firms self-select a constituency of interest for their own market. This is the first time that market practices are proposed to enhance market orientation.
Original languageEnglish
Title of host publicationProceedings of the 41th EMAC Conference : Marketing to citizens: Going beyond customers and consumers
EditorsPaulo Rita
Number of pages2
Place of PublicationLisbon, Portugal
PublisherISCTE Business School
Publication date28.05.2012
ISBN (Print)978-989-732-004-0
Publication statusPublished - 28.05.2012
MoE publication typeA4 Article in conference proceedings
EventEuropean Marketing Academy (EMAC) - Lisbon, Portugal
Duration: 22.05.201225.05.2012
Conference number: 41st


  • 512 Business and Management
  • Marketing as practice
  • KOTA2012


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