Understanding Marketing Perspective of Knowledge Driven Industries with Special Emphasis on Biotechnology Firms: A Case Study of Genetix Biotech Asia Private Limited

- Dr. Neelima Ruparel, Associate Professor, B. K. School of Business Management, Gujarat University, Ahmedabad, India

Abstract:

The general purpose of the paper is to develop a theoretical framework for analysing the nature of market orientation in the context of entrepreneurial, knowledge intensive high technology firms. Market orientation in the context of this paper is predominantly studied as a behavioural phenomenon (market intelligence perspective), even though it is acknowledged that market oriented behavior of an organization must be based on a market oriented culture. The paper encompasses both; inter and intra organizational levels, and discusses the characteristics of market orientation at these two levels. Consequently, the paper contributes to the existing understanding of market orientation by adding a networking and inter-firm aspect to the concept.

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