...Hans Eibe Sørensen Purpose This paper aims to investigate whether it is meaningful to decompose market orientation into customer orientation and competitor orientation, and what possible implications this decomposition may have for researchers and business practitioners. Design/methodology...

... effectively and efficiently than competitors. A market‐oriented organization is presumed to have superior market‐sensing and customer‐linking capabilities, and these capabilities are presumed to assure them higher profits in comparison with organizations that are less market‐oriented (Agarwal et al...

..., The Netherlands and China finds general support for the hypotheses that different environmental situations provide the suitable conditions for a customer, competitor or societal orientated strategy. In particular, customer‐oriented strategies are most effective in placid clustered and turbulent environments...