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| Author: | Grinstein, A. |
| Title: | The relationships between market orientation and alternative strategic orientations: A meta-analysis |
| Journal: | European Journal of Marketing
2008 : VOL. 42:1/2 p. 115-134 |
| Index terms: | marketing market orientation company performance statistical methods |
| Freeterms: | strategic marketing business performance |
| Language: | eng |
| Abstract: | The idea of this research paper is to discuss the relation between market orientation and other strategic orientations like innovation, learning, entrepreneurial and employee orientations. This article uses a meta-analysis approach to gain a better understanding about alternative orientations influence on firms' performance. The findings of the first meta-analysis study reveal positive association between market orientation and orientations and their combinations seems to improve company performance. |
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