Market orientation in organizational professional services in Poland

The paper deals with the problem of market orientation in business-to-business professional services. The concept of market orientation is explored with particular focus on inter-organizational relationships and networks (professional service constellations among them). However, the argumentation is presented that both transactional and relational approaches are employed concurrently in Polish professional services companies. That pluralism in marketing practices should influence the definition and the measurement methods of market orientation. Mainly theoretical paper is based on long-term observations of two hundred local Polish professional services companies. Data about these companies have been collected during a period when a CD guide to professional services in the Poznań city has been edited and published by the author.