시장지향성에 관한 역사적 고찰

Historical Review of Market Orientation: Generation, Refinement, Differentiation, and Debates of The Concept

시장지향성은 1990년 마케팅 학계에 처음으로 소개된 이후 상당한 관심과 그에 따른 연구가 진행된 핵심적인 주제이다. 본 연구는 약 25여년 간의 시장지향성 연구에 대하여 역사적 발전과정을 고찰한 연구이다. 본 연구에서는 시장지향성 연구흐름을 (1)개념 생성시기, (2) 개념정립, 차별화, 논쟁의 시기, (3)연구의 확장시기로 구분하고 각 시기 별 주요 연구를 고찰함으로써 시장지향성에 대한 보다 정확한 이해를 하고자 노력하였 다.

Market Orientation which is core concept of marketing discipline has been studied for about twenty four years. For understanding the concept, one should review the historical development process of it and this is difficult for researchers to study. We reviewed the historical development process of market orientation. Specifically, we first chose core articles of market orientation and, second, divided the process into (1) the generation period of marketing orientation, (2) the period of refinement, differentiation, and debates of market orientation, (3) the extension period of market orientation. In this review process, we tried to find more clear definition and differences between Kohli and Jaworski(1990)’s and Narver and Slater(1990)’s market orientation. Also we endeavor to point out how NS(1990)’s market orientation has been refined and developed their theory. Finally, we described how entrepreneurship, organizational learning, and corporate social responsibility has been included market orientation studies.