search query: @indexterm COMPARATIVE RESEARCH / total: 215
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| Author: | Engelen, A. Brettel, M. Heinemann, F. |
| Title: | The antecedents and consequences of a market orientation: the moderating role of organizational life cycles |
| Journal: | Journal of Marketing Management
2010 : MAY, VOL 26:5-6, p. 515-547 |
| Index terms: | market orientation life cycles high technology venture management comparative research Germany |
| Language: | eng |
| Abstract: | The purpose of this paper is to address the question whether newly founded companies have a different marketing approach than mature ones, as it has been argued in previous marketing literature. The authors conduct a comparative study of the antecedents and effects of market orientation across organizational life cycle stages. The method chosen is an empirical survey of a sample of new high tech ventures in Germany. The results confirm the hypothesis and indicate that the life cycle stage of the firm has an effect on marketing orientation antecedents and its impacts on firm performance. |
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