Kohli and Jaworski (1990) on the other hand highlight the significance of market intelligence over and above acknowledging the influence of customer focus on achieving desired results for the organization, in terms of profitability and competitive positioning in the industry. According to them, the term market orientation refers to “ the organization-wide generation of market intelligence pertaining to current and future customer needs, dissemination of the intelligence across departments, and organization-wide responsiveness to it” .It is an inevitable part of the organizational environment which is focused on enhancing customer satisfaction by delivering superior value in terms of products as well as services (Narver & Slater, 1990; Homburg & Pflesser, 2000; Day, 1999).
A market-oriented firm is involved in organization-wide activities which are aimed at generation and dissemination of information related to customers as well as competitors and the resultant strategies framed on the basis of the available data (Kohli & Jaworski, 1990; Narver & Slater, 1990). “ market orientation is the culture that (1) places the highest priority on the profitable creation and maintenance of superior customer value while considering the interest of other key stakeholders; and(2) provides norms for behaviour regarding the organisational development and responsiveness top market information" (p67).
According to Kohli et al (1993) "Market orientation refers to the organization-wide generation intelligence pertaining to current and future needs of customers, dissemination of intelligence within the organization, and responsiveness to it. Key features of this integrated view are (1) an expanded focus on the market rather than customer intelligence, (2) an emphasis on a specific form of inter-functional coordination with respect to market intelligence and (3) a focus on activities related to intelligence processing rather than the effect of these activities. ".
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