During the 1960s contemporary economists expected a tendency of satiation on the automobile markets in the western world for the near future. Competition would intensify and growth would be possible only for those car manufacturers who superseded their concern for production by market orientation. Business historians of the car industry have adopted this perception and turned it into the dualism buyer’s market and seller’s market. This article questions the appropriateness of this concept, and argues that while an increase in the importance of market orientation during the 1960s cannot be denied the attention to both production and marketing are key elements of modern business management.
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