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| Author: | Hooley, G. |
| Title: | Market orientation in the transition economies of central Europe: tests of the Narver and Slater market orientation scales |
| Journal: | Journal of Business Research
2000 : DEC, VOL. 50:3, p. 273-286 |
| Index terms: | MARKET ORIENTATION CENTRAL EUROPE MARKETING STRATEGY |
| Language: | eng |
| Abstract: | The Narver and Slater market orientation scale is tested in the context of the transition economies of central Europe and found to be both valid and reliable. Relationships between market orientation and both marketing strategy and performance broadly follow predictions from the Western literature indicating that the adoption of a market orientation is equally applicable in transition as in Western economies. |
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