AccordingtoKohliand Jaworski(1990)market orientation involves:. organization-wide generation of market intelligence on current andfuturecustomer needs;. dissemination ofthe intelligence acrossdepartments;and. organization-wide responsiveness in using the intelligence in support ofmarket-related behavior.Narver, 1994; Pitt et al., 1996; Slater and Narver, 2000), but in this research tradition interesting attempts have been made to