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The Management of Innovation Process from Market Orientation Perspective in Automotive Industry

Author(s): Amalia PANDELICA | Mihaela DIACONU

Journal: Scientific Bulletin : Economic Sciences
ISSN 1583-1809

Volume: 10;
Issue: 2;
Start page: 108;
Date: 2011;
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Keywords: market orientation | innovation process | implementation process | automotive industry

Marketing and management researchers pointed out, beginning whit ’90s, the benefits of implementation of a new business philosophy – market orientation. Even if, the concept has an interdisciplinary approach, all academics and managers started from the same point – market orientation is a business philosophy, which connects all the functional areas of the organization to environment in which operates and ensures long-term profitability. Even if, the market orientation concept was the topic for many researches, in economic literature any framework model of implementation was not developed. In the article we present a framework model, which will emphasise the steps, and changes that an organization has to do to become market orientated, beginning from the particular case of automobile industry.
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