Retail market orientation: a preliminary framework

Abstract

Existing market orientation frameworks are based mostly on studies of manufacturers. Therefore, there is a need of a modified approach that acknowledges the special conditions for retailers. A framework is presented that includes both internal and relational aspects. Inter‐firm market orientation is presented as especially relevant for retailers. Antecedents to market orientation on a relationship level are also considered. Kohli and Jaworski’s three basic components are used, but the paper then discusses indicators that are especially useful in order to capture market orientation in a retail context. The suggested framework is further developed using a case study of a major British food retailer.

Citation

Elg, U. (2003), "Retail market orientation: a preliminary framework", International Journal of Retail & Distribution Management, Vol. 31 No. 2, pp. 107-117. https://doi.org/10.1108/09590550310462001