Market orientation: importance, evolution, and emerging approaches using scientometric analysis
Criterio Libre(2022)
摘要
The purpose of this review is to explore the importance, evolution, and emerging approaches to market orientation. The method had three steps: irstly, the importance of the topic was analyzed through the main scientometric metrics such as the number of publications per year; secondly, tree of science algorithm was applied to understand evolution. And thirdly, a citation analysis was performed to generate the approaches. The results show three approaches: product innovation, organization performance, and internal market orientation. This study used only one dataset to find the relevant literature; future studies could perform analysis with Scopus and Dimensions. Subsequent studies could identify different perspectives through qualitative methods with case studies to validate the findings of the present investigation.
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关键词
market,market orientation,organization performance,product innovation.
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