A cross-functional view of organizational performance across three key market orientation dimensions:
Market Intelligence Generation
The collection and assessment of both customer needs/preferences and the forces that shape them, requires involvement by multiple departments, each with a unique market lens, and hence an engagement by top management.
Dissemination of Intelligence
The process and extent of market intelligence exchange within an organization is occurs both formally and informally and is shaped by a variety of interdependencies.
Market intelligence dissemination requires a balance between the horizontal (i.e. interdepartmental) and vertical information transmission.
Responsiveness to Intelligence
The response to market intelligence depends on organizational systems.
On the planning side, the concern focuses on how prominent a role marketplace needs play in the assessment of market segments and the development of marketing programs. Action based on market intelligence captures the speed and coordination with which programs are implemented.
Definitions based on MARKOR: A Measure of Market Orientation, Journal of Marketing Research Vol. XXX (November 1993), 467-77 Kohli, Jaworski & Kumar