UNSPECIFIED (2004) The dynamics of business orientation: the case of the Volvo Car Corporation. INDUSTRIAL MARKETING MANAGEMENT, 33 (4). pp. 333-344. ISSN 0019-8501

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Abstract

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
ISSN:	0019-8501
Date:	May 2004
Volume:	33
Number:	4
Number of Pages:	12
Page Range:	pp. 333-344
Publication Status:	Published
URI:	http://wrap.warwick.ac.uk/id/eprint/8508

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