The dynamics of business orientation: the case of the Volvo Car Corporation
UNSPECIFIED (2004) The dynamics of business orientation: the case of the Volvo Car Corporation. INDUSTRIAL MARKETING MANAGEMENT, 33 (4). pp. 333-344. ISSN 0019-8501Full text not available from this repository.
Official URL: http://dx.doi.org/10.1016/S0019-8501(03)00083-X
The traditional marketing literature generally sees the adoption of business orientation either from a static, cross-sectional viewpoint or as a one-way evolutionary or catastrophic process from production to sales to marketing. An examination of the changes in business orientation in the Volvo Car Corporation suggests that the pattern has been rather more cyclical than linear: market-production-market. The rationales of this pattern are analyzed in the context of both the nature of the particular market context and the evidence available. Both the managerial and academic implications are discussed. (C) 2003 Elsevier Inc. All rights reserved.
|Item Type:||Journal Article|
|Subjects:||H Social Sciences > HF Commerce
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
|Journal or Publication Title:||INDUSTRIAL MARKETING MANAGEMENT|
|Publisher:||ELSEVIER SCIENCE INC|
|Number of Pages:||12|
|Page Range:||pp. 333-344|
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