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Abstract Based on the dynamic organizational learning processes framework, this article approaches market orientation theory through examining, repositioning and classifying two kinds of customers and competitors which are previously overlooked by the most of marketing works, which are the latent customers and latent competitors on expressed needs and latent needs respectively. From the perspective of market driven to driving market, this article systemizes the market orientation theory with the analysis framework of organizational learning processes, makes some contributions to both the further development of theory and the management practices.
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Received: 10 September 2012
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2014, Vol. 11 
