1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Aarhus School of Business, Aarhus BSS, Aarhus University
Increasing the level of market orientation
Market orientation has in numerous empirical NPD-studies been identified as critical for success. However, this study reveals a severe gap between the normative implications regarding market orientation and current product development practice in number of Danish food-processing companies. Through an action-research project it is attempted to increase the level of market orientation. Results show that market orientation can be improved, but that the change process is difficult and time-con and improvements rather incremental. Implications of results include a questining of the possibility of an almost automatic application of normative results, which often seems to be presumed in NPD-research.
HHÅ forskning; MAPP
Main Research Area:
2nd EIASM International Product Development Management Conference, Gothenburg, 1994