Introduced by Kohli and Jaworski (1990) and Narver and Slater (1990), market orientation has been one of the most influential constructs in marketing strategy research. It identifies interfunctional coordination as a core component but stops short of specifying the mechanisms through which coordination translates into superior customer value. RevOps, conceptualised as an integrative device, operationalises the interfunctional coordination dimension of market orientation—turning a dispositional construct into a structural mechanism with specifiable, testable components.
Definition
Market Orientation
Market orientation is an organisational disposition characterised by customer focus, competitor focus, and interfunctional coordination, oriented toward creating superior customer value.