Market Orientation

'This book provides a thoughtful treatment of market orientation research, and its applications in the food and agriculture industries. It is a 'must read' for executives in these industries.' - Ajay Kohli, Editor, Journal of Marketing, and Professor of Marketing,Goizueta Business School, Emory University, USA 'This is a unique and valuable set of papers that specifically address applications of market orientation in the context of food and agricultural markets...Clearly, when market-oriented practices are fully and carefully implemented, multiple opportunities for creating customer value are discovered and appropriate routes to exploit them are developed. The results, as the analyses in this book suggest, are win-win opportunities for producers, distributors, retailers, and consumers. This collection of empirical analyses will be valuable to managers as well as to researchers as they both seek to understand the implications of market orientation and the steps to implement it.' - Prof. emeritus John Narver, Michael G. Foster School of Business, University of Washington, USA and Prof. John Slater, College of Business, Colorado State University, USA 'Adam Lindgreen and his colleagues have written a seminal book on the role of market orientation in driving business performance and customer satisfaction in the agribusiness industry. It is a must read for agribusiness executives and academics who are looking to shift their perspective from a supply-side, production model to a demand-side, customer-lead model.' - Dr. Bernie Jaworski, Monitor Executive Development, Los Angeles, USA 'I strongly recommend this book to agribusiness managers looking to improve their market orientation and thus the value of their business.' - Prof. Wesley J. Johnston, Editor, Journal of Business and Industrial Marketing, and Professor of Marketing, J. Mack Robinson College of Business, Georgia State University, USA ''Market Orientation consists of twenty articles by leading scholars