Organizational Barriers to Market Orientation

The subject of market orientation has been of interest to both researchers and practitioners for several years. However, the major focus of research and discussions has been the market orientationperformance relationship. Despite having been pointed out by some authors, the development of insights to the factors that impede the development of market orientation have remained largely ignored- more so in developing economies and emerging markets like India. The objective of this study is to stop this trend. Using a modified version of MARKOR scale and replication of some items of Jaworski and Kohli (1993) study, the author has investigated potential organizational barriers to the development of market orientation in Indian companies.