search query: @author Avlonitis, G. J. / total: 19
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| Author: | Avlonitis, G. J. Gounaris, S. P. |
| Title: | Marketing orientation and its determinants: an empirical analysis |
| Journal: | European Journal of Marketing
1999 : VOL. 33: 11-12, p. 1003-1037 |
| Index terms: | Market orientation Companies Performance appraisal Relationship marketing Research |
| Language: | eng |
| Abstract: | While a strong association btw. Marketing Orientation (herein: MO) development and company performance has been established, the understanding of the MO remains unclear since some studies have suggested a philosophical nature for MO and some other studies concluded that MO represents a behavioural notion. As a result of this antithesis, research has not proceeded in the investigation on the factors that determine the degree of MO development. It is shown that MO ought to be conceptualised synthetically since it represents the integration of a certain culture with specific behaviour. |
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