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| Author: | Lee, S. et al. |
| Title: | The integrated effects of market-oriented culture and marketing strategy on firm performance |
| Journal: | Journal of Strategic Marketing
2006 : SEP, VOL 14:3, p. 245-261 |
| Index terms: | culture marketing strategy |
| Language: | eng |
| Abstract: | This study discusses market oriented culture and the marketing strategy-making process of a firm as constituents of its marketing competence. Based on existing literature, the authors develop a relationship between market-oriented culture and the marketing strategy-making process and verifiy the suggested relationship by surveying managerial personnel from a range of firms. The results suggest that market oriented culture does not only affect firm performance directly, but does so indirectly by affecting the marketing strategy making process. |
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