Implications of Market Practices in Market Orientation

Carlos Adrian Diaz Ruiz

Implications of Market Practices in Market Orientation

Marketing, Helsinki

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Scientific › peer-review

Abstract

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 language	English
Title of host publication	Proceedings of the 41th EMAC Conference : Marketing to citizens: Going beyond customers and consumers
Editors	Paulo Rita
Number of pages	2
Place of Publication	Lisbon, Portugal
Publisher	ISCTE Business School
Publication date	28.05.2012
Pages	360-361
ISBN (Print)	978-989-732-004-0
Publication status	Published - 28.05.2012
MoE publication type	A4 Article in conference proceedings
Event	European Marketing Academy (EMAC) - Lisbon, Portugal Duration: 22.05.2012 → 25.05.2012 Conference number: 41st

Keywords

512 Business and Management
Marketing as practice
MARKET ORIENTATION
KOTA2012

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1 Active

Market Representations
Diaz Ruiz, C. A.
01.09.2010 → 31.12.2022
Project: Other project

Cite this

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Implications of Market Practices in Market Orientation. / Diaz Ruiz, Carlos Adrian.

Proceedings of the 41th EMAC Conference: Marketing to citizens: Going beyond customers and consumers. ed. / Paulo Rita. Lisbon, Portugal : ISCTE Business School, 2012. p. 360-361.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Scientific › peer-review

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Implications of Market Practices in Market Orientation

Abstract

Keywords

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Market Representations

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