Implications of Market Practices in Market Orientation

Carlos Adrian Diaz Ruiz

Implications of Market Practices in Market Orientation

Marknadsföring, Helsingfors

Forskningsoutput: Kapitel i bok/rapport/konferenshandling › Konferensbidrag › Vetenskaplig › Peer review

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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.

Originalspråk	Engelska
Titel på värdpublikation	Proceedings of the 41th EMAC Conference : Marketing to citizens: Going beyond customers and consumers
Redaktörer	Paulo Rita
Antal sidor	2
Utgivningsort	Lisbon, Portugal
Förlag	ISCTE Business School
Utgivningsdatum	28.05.2012
Sidor	360-361
ISBN (tryckt)	978-989-732-004-0
Status	Publicerad - 28.05.2012
MoE-publikationstyp	A4 Artikel i en konferenspublikation
Evenemang	European Marketing Academy (EMAC) - Lisbon, Portugal Varaktighet: 22.05.2012 → 25.05.2012 Konferensnummer: 41st

Nyckelord

512 Företagsekonomi
KOTA2012

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http://www.emac2012.org/r/home

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Market Representations
Diaz Ruiz, C. A.
01.09.2010 → 31.12.2022
Projekt: Annat projekt

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title = "Implications of Market Practices in Market Orientation",

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. ",

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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. red. / Paulo Rita. Lisbon, Portugal: ISCTE Business School, 2012. s. 360-361.

Forskningsoutput: Kapitel i bok/rapport/konferenshandling › Konferensbidrag › Vetenskaplig › Peer review

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Implications of Market Practices in Market Orientation

Sammanfattning

Nyckelord

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Market Representations

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