Abstract:

This paper discusses the relationship between market orientation and the application of information technology. A scale for measuring market orientation is developed. From a survey the characteristics of organizations with a certain market orientation have been identified. Three clusters of organizations have been found: -1 the internally oriented cluster, -2 the cluster of target group oriented organizations and -3 the customer oriented cluster of organizations. A number of areas of interest and some developments in marketing are determined for each cluster. Among other things it is established that the role of information technology is strongly correlated with the organization's orientation.