See discussions, stats, and author profiles for this publication at: https://www.researchgate.net/publication/228462796 BUILDING COMPETITIVE ADVANTAGE UPON MARKET ORIENTATION: CONSTRUCTIVE CRITICISMS AND A... Article CITATIONS 5 READS 72 2 authors: Some of the authors of this publication are also working on these related projects: Journal paper: Beyond learning by experience: the use of alternative learning processes by incrementally and rapidly internationalizing SMEs View project The role of fMRI in detecting attitude toward brand switching: an exploratory study using high technology products View project Francine Schlosser University of Windsor 36 PUBLICATIONS 379 CITATIONS SEE PROFILE Rod B. McNaughton University of Auckland 88 PUBLICATIONS 2,163 CITATIONS SEE PROFILE All content following this page was uploaded by Rod B. McNaughton on 15 March 2017. The user has requested enhancement of the downloaded file. All in-text references underlined in blue are added to the original document and are linked to publications on ResearchGate, letting you access and read them immediately.