Managing the firms’ behaviour through market orientation development

Spiros Gounaris, George Avlonitis, Paulina Papastathopoulou

Research output: Contribution to journalArticlepeer-review

20 Citations (Scopus)


While significant empirical work exists around the conceptualization of the notion of market orientation, as well as its relation to company performance, little empirical work has attempted to sketch how a firm's behavior alters when the principles of market orientation are adopted. In this study, the authors investigate empirically the notion of market orientation continuum, according to which companies can be classified depending on the degree of adoption. Next, the behavioral implication of the company's position on the continuum is investigated. Moreover, the role of the company's market environment in explaining the degree of market orientation adoption and its classification along this continuum is also assessed. Finally, the behavioral consequences of this classification are considered.
Original languageEnglish
Pages (from-to)1481-1508
Number of pages27
JournalEuropean Journal of Marketing
Issue number11/12
Publication statusPublished - 2004


  • behaviour modification
  • market orientation
  • classification
  • management
  • market development


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