Implementation of Market Orientation : The Case Study of an Apparel Manufacturer in Japan
The objective of this research is the exploration of how manufacturers can respond to market intelligence effectively through the case study analysis. Based on one research stream, what we call behavioral perspective, in market orientation studies, “Market Orientation” concept is defined as the behaviors for generation of, dissemination of and response to the market intelligence organization-widely. In addition, a lot of quantitative researches are accumulated along with the perspective. However, compared to quantitative researches, we don't have enough qualitative researches to clarify how organizations realize market orientation. Therefore, the author highlights how the organizations respond to the market intelligence effectively through the case analysis of an apparel products manufacturer in Japan. The apparel manufacturer should be an appropriate object of analysis for this research since they must be effective users of market intelligence to be competitive in turbulent fashion market