Marketing orientation: a powerful, and fruitful, competitive edge for industrial marketers

Spiros Gounaris, George Avlonitis

Research output: Contribution to conferenceProceedingpeer-review

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Marketing orientation, still an intriguing concept to many, carries the pledge of superior company
performance through the satisfaction of customers’ needs. Particularly in the industrial markets
this, intuitively, sounds even more sensible as the relations and the interfaces between producers
and end-users are, when compared to the consumer markets, more direct and complex. In this paper
the authors, drawing conclusions from an empirical investigation, show that this relationship
does really exist and, in the case of industrial markets, building a marketing orientation it is indeed
catalytic for the company’s performance rendering marketing orientation an extremely significant
basis for building a competitive advantage
Original languageEnglish
Number of pages19
Publication statusPublished - 1995
Event25th Annual EMAC Conference - Budapest, Hungary
Duration: 23 May 1995 → …


Conference25th Annual EMAC Conference
Period23/05/95 → …


  • marketing orientation
  • competitive edge
  • industrial marketers


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