SUGGESTED MODEL OF MARKET ORIENTATION AND SUPPLY CHAIN AGILITY FOR BOOSTING BUSINESS PERFORMANCE

Abstract

In the last four decades, efforts linking literatures of marketing management to management discipline sparks market orientation concept. Driven by the assumption that maximization of profit and long term performance can be achieved only through understanding customer’s needs and problems as well as competitor’s strategies, two comprehensive studies pioneered the thinking around the market orientation concept, serving as the benchmarks for subsequent research in this field.