The moderated mediating effect of international diversification, technological capability, and market orientation on emerging market firms' new product performance
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بازارگرایی عبارت است از ایجاد اطلاعات حاصل از بازار در کل سازمان درباره‌ی نیازهای جاری و آینده‌ی مشتریان، توسعه و انتقال این اطلاعات و استعداد در سراسر سازمان و پاسخگویی به آن در تمام سطوح سازمان. بازارگرایی از سه جزء رفتاری تشکیل شده است: مشتری‌مداری، رقیب‌گرایی و هماهنگی و تبادل اطلاعات بین واحدها همراه با دو نوع تصمیم‌گیری، تمرکز بر بلندمدت و سودآوری. بازارگرایی شامل مجموعه‌ای از باورها و اعتقادات است که مشتریان را در مرکز توجه قرار می‌دهد تا سودآوری بلندمدت شرکت را فراهم سازد. البته این به معنی توجه نداشتن به سایر ذی‌نفعان مانند مالکان، مدیران و کارکنان نیست. همچنین بازارگرایی شامل مهارت‌های عالی و برجسته در درک و ارضای نیازها و خواسته‌های مشتریان است. تمام محققان اعتقاد دارند که بازارگرایی شامل تمرکز بر چیزی فراتر از مشتریان است. نارور و اسلیتر به‌طور واضح، علاوه بر مشتری بر رقیبان نیز تمرکز می‌کنند.
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