Which Business Typology is Most Market Oriented (MO)

Abdul Waheed, Sher Zaman Khan, Muhammad Shahid, Muhammad Farrukh Iqbal


Core objective of this paper is to identify the relationship among important business typologies and MO (Market Orientation). It is identified after extensive literature review, the business typology of Miles & Snow (defenders, prospectors, analyzers & reactors) is most market oriented as compare to other business typologies such as Abell’s typology (differentiated, undifferentiated and focus strategy) and Porter’s typology of three generic strategies such as cost leadership, differentiation and focus strategy. Further, It is identified, typology of Miles & Snow also not entirely able to be market oriented except adoption of certain outcomes of market orientation that have significance relationship. But comparatively, Miles & Snow business typology is more market oriented than others business typologies. This research paper is based on extensive literature review.

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Copyright (c) 2016 Abdul Waheed

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