Orientation marché:comment l’aborder et que peut-on réellement en attendre ?

Christophe Haon (), David Gotteland and Alain Jolibert
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Christophe Haon: Grenoble Ecole de Management
David Gotteland: Grenoble Ecole de Management
Alain Jolibert: Université de Grenoble

Revue Finance Contrôle Stratégie, 2009, vol. 12, issue 2, 91-105

Abstract: (VF)L’impact positif de l’orientation marché, qui est une orientation stratégique des organisations, sur leur performance est communément admis. Pourtant, certains travaux peinent à observer cet effet. Dans cet article, nous proposons un état des connaissances établies sur ce point : l’orientation marché a-t-elle réellement un impact positif et dans quelles circonstances l’observe-t-on ? Au-delà de sa contribution à la performance commerciale d’une organisation, l’orientation marché contribue- t-elle à sa performance financière ?(VA)The positive effect of market orientation on organizational performance is widely acknowledged. However, several studies fail to produce convincing evidence of such a positive impact. In the present article, we review established knowledge in this field. Does market orientation truly have a positive impact, and under which circumstances one might observe it? Does market orientation also contribute to the firm’s financial performance?

Keywords: Orientation marché; méta analyse; performance; market orientation; meta-analysis. (search for similar items in EconPapers)
JEL-codes: M10 (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:dij:revfcs:v:12:y:2009:i:q2:p:91-105.

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