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Market Orientation in a Digital World

The concept of market orientation was introduced in the early 1990s as entailing three sets of activities: generation, dissemination and responsiveness to market intelligence. Since then the World Wide Web has ushered in a sea change in the way people communicate and interact. This article explores the impact of the still-developing digital technologies on market orientation. In particular, it examines how the practice of each of the three components of market orientation is being impacted by digital technologies, and whether market orientation continues to be important for business organizations. The discussion identifies opportunities presented by digital technologies as well as difficulties generated by them.