Market orientation is regarded as a prerequisite for a company's ability to create customer value and higher profits. Market orientation is usually regarded as something, which characterises a company. However, companies are part of value chains, and a lot of competition taking place in international markets is between the different value chains rather than between the individual companies. This is the reason why it makes more sense to look at the degree of market orientation in a complete value chain rather than the degree of market orientation of a single company.
Annual Report 2002, 2002
Markedsorientering; Value chain; MAPP; Market orientation; Værdikæde