Exploring how managers conceive and practice market orientation in near 'perfect' food markets.

摘要

This paper explores what it means to be market-oriented in food commodity markets, i.e., markets that are near "perfect" as characterized in economics. This is an almost neglected topic in past research on market orientation. The Norwegian seafood industry constitutes the setting of this study. By eliciting how top managers in 20 seafood firms conceptualize market orientation, it is revealed that their understanding and practice of market orientation partly deviates from the prototypical views reflected in the market orientation literature. Managerial implications are highlighted..