Text
Market Orientation and Alternative Strategic Orientations: A Longitudinal Assessment of Performance Implications
Although the merits of maintaining a market orientation have been extensively discussed in the literature, studies examining the empirical link between market orientation and performance have shown mixed results. This study explores the relative performance effects of various dimensions of market orientation using a longitudinal approach based on letters to shareholders in corporate annual reports. Furthermore, the relative effects of alternative strategic orientations that reflect different managerial priorities for the firm are examined. The study also extends previous work by considering the mediating effects of organizational learning and innovativeness on the orientation-performance relationship. The results show that firms possessing higher levels of competitor orientation, national brand focus, and selling orientation exhibit superior performance. Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JM6604 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Chicago, IL: American Marketing Association 2002 |
|---|---|
| Edisi | Vol. 66, No. 4, Oct., 2002 |
| Subjek | Financial performance Statistical analysis Market orientation Innovations Organizational learning studies Brand differentiation |
| ISBN/ISSN | 0022-2429 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 15 p. |
| Info Detail Spesifik | Journal of Marketing |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |