Can there be different forms of market orientation and new product development?

Abstract

This paper examines popularly accepted approaches to market orientation and compares and contrasts them with currently applied alternative approaches. Approaches to new product development are also discussed. It argues for consideration of the existence of pluralism in the marketing domain, with conventional views on what constitutes market orientation and appropriate new product development practice being at times at odds with what is practised.

Citation

Enright, M. (1999), "Can there be different forms of market orientation and new product development?", Industrial Management & Data Systems, Vol. 99 No. 3, pp. 128-133. https://doi.org/10.1108/02635579910252671