Marketing and market reorientation and its relation with the process of organization’s adaptation

Abstract

The terms of market or marketing reorientation are ones of the most often and widely used concepts in the area of marketing literature and practice. Unfortunately, to this day they haven’t had one clear, unambiguous definition yet – they are considered as a substitute of each other or used as a synonym for marketing and market orientation. The main purpose of this article is to propose an interpretation of these two considered terms (marketing and market reorientation) and then, in the next step, to explore and discuss in which way these two processes of reorientation could be associated with the term of organization’s adaptation. Presented article is a continuation of the considerations made in the previous author’s publication entitled “Organization’s adaptation and its components from the perspective of the systems approach” (AUNC Management XXXiX, no. 407), in which the author (by transferring the term of adaptation from systems science into an area of organization) attempted to propose a new definition for organization’s adaptation and create one clear and simple classification for all organizational changes which can be considered as adaptive ones.