Compare and contrast the two major conceptualizations of market orientation - Naver & Slater (1990) VS Kohli and Jaworski (1990)
for the essay on market orientation you might consider reading the original articles written by the authors of each conceptualization. "The Effect of Market Orientation on Business Profitability", Narver & Slater (1990) and "Market Orientation: The Construct, Research Propositions, and Managerial Implications, Kohli and Jaworski (1990).