The concept of market orientation is a modernized form of orientation of an enterprise at the customer which each enterprise should be aware of. It represents a transversal concept with regard to the fact that it is connected with marketing, strategy, organisation, human resources management and culture of an enterprise. In the sphere of purchase it makes enterprises increase their endeavour to carry out the changes in their relationships with suppliers as well as change internal processes with the aim of increasing the competitiveness of an enterprise. The access of this article is characterized by two levels, a theoretical level, which presents a synthesis of contemporary scientific knowledge on this specific problem and an operational level which is presented by the results of a research illustrating and explaining the concept of market orientation in the sphere of purchase of industrial enterprises.
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