When looking at what makes a successful responsible tourism enterprise, research has found the focus on strong leadership, clear market orientation, and organizational culture to be essential.
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Market orientation was defined as the capability to generate, disseminate, and respond to intelligence pertaining to current and future customers ( Kohli & Jaworski, 1990 ).
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One of the keenest students of the issue is Stephen Moore, director of the fiscal policy studies at the Cato Institute, a think tank with a free-market orientation.
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Management introduced a company-wide program to increase all employees'focus on market orientation, but the top management carried out several public blunders in poor customer management through the press.
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This marketing concept, in the decades since its introduction, has been reformulated and repackaged under names including market orientation, customer orientation, customer intimacy, customer focus, customer-driven and market focus.
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While Kohli and Jaworski ( 1990 ) consider market orientation as the implementation of the marketing concept, Narver and Slater ( 1990 ) consider it to be an organizational culture.
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Defensive reasons may be spreading the risk of market contraction, or being forced to diversify when current product or current market orientation seems to provide no further opportunities for growth.
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As such, they consider market orientation to be an organisational culture consisting of three behavioral components, namely, i ) customer orientation, ii ) competitor orientation and iii ) interfunctional coordination.
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Umar said the current crisis provided an important lesson to industrial corporations about the importance of focusing on core business transparency, prudence in financial management and flexibility in market orientation.
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The instruction in the basic school furthermore comprises the following obligatory topics : traffic safety, health and sex education and family planning as well as educational, vocational and labour market orientation.
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