Worcester State University Professor of Business Administration and Economics Rodney Oudan

Oudan Publishes Paper on Market Orientation in International Journal

April 5, 2012
By: Worcester State University News

Rodney Oudan (Business Administration and Economics) recently had a paper titled “Market Orientation Transforming Trade and Firm Performance” published in the International Journal of Marketing Studies (IJMS) Vol. 4, No 2, a double-blind peer-reviewed journal.

The paper examines the role of market orientation on trade and firm performance and provides a conceptual framework for research developed by the author. The framework proposed incorporates some significant components of that developed by Kohli and Jaworski, et al. The hypothesized interrelationships are supported by previous research and logical reasoning.

The paper argues that market orientation is positively related to business performance and output, which can result in expanded markets and trade. The implications of this study for future research include the findings that market orientation is a reliable construct that has now become a necessary strategic direction for change in organizations and institutions.

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