Market Orientation in the Emerging and Advanced Economies

Abstract

This paper is devoted to the analysis of market orientation concept as opposed to the market development capabilities in the emerging and advanced economies. The term market orientation is already well known, while during 1990s academics contributed significantly to the conceptual development of market orientation as well as to its operationalization and empirical research. However, relatively few attention was paid to its analysis in the emerging countries and nothing was done to test this concept simultaneously in the emerging and advanced economies. However, market orientation concept may be not appropriate for emerging economies due to their specifics (Sheth 2011). Basing on this, in this paper we want to analyze the concept of market orientation as opposed to market development capabilities in the emerging and advanced economies and elaborate the model for the future research.