The adoption of market orientation by small and medium enterprises : a grounded theory study

• Main Authors: Lee, Renkai, Wang, Xiaoyin, Zhang, Run
• Other Authors: Lim Kui Suen, Lewis
• Format: Final Year Project
• Language: English
• Published: 2012
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/48382
• Institution: Nanyang Technological University

The adoption of a market orientation by companies and its effect on business performance has been a subject of numerous past studies. The concept of market orientation itself has received tremendous attention from both academia and the business world. However, research on market orientation has larg...