Barriers to developing market orientation

Article Abstract:

Market orientation has received meager attention from scholars, despite its significance in enhancing organizational and corporate efficiency. Researchers have particularly neglected the presence of certain barriers to orientation which have been proven to undermine the marketing potential of firms. Development of market orientation does not only rest on the understanding, belief and level of commitment of high-ranking managers, but full- and part-time employees, as well.

Management

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The forecaster's toolbox for new product pipefills

Article Abstract:

A Bayesian approach to predicting the market performance of a new product is presented. The model, which has been successfully applied since 1991, can be used by a company's sales management team to gauge the activity of its sales force. The approach, which will permit marketing to get an early feel for the product's acceptance in the market, will also permit the group to make the needed adjustment in case of an initial market resistance to the product.

Marketing Management, Usage, Product introduction, Bayesian statistical decision theory, Bayesian analysis, New products

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