Market orientation and performance

Abstract

This response is prompted by Hult, Ketchen and Slater's (2005) article entitled ‘Market orientation and performance: an integration of disparate approaches.’ As a contributor to the foregoing debate in the pages of this journal to which they refer I am writing to offer some observations on the nature and implications of the research reported in their paper and to clarify my essential difficulty as a strategist with the ‘market-oriented: customer-led’ construct. Copyright © 2007 John Wiley & Sons, Ltd.