This chapter will deliver a discussion of the empirical study presented in Chapter 5. The discussion will include possible interpretations of the results (Chapter 6.1), draw conclusions about the effects of market-driving behavior, explain implications for practitioners as well as researchers (Chapters 6.2 and 6.3), highlight limitations of the presented study and provide guidelines for future research on the subject (Chapter 6.4).
KeywordsFirm Performance Market Orientation Customer Preference Company Performance Competitive Intensity
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