search query: @author Lukas, B. / total: 3
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| Author: | Lukas, B. |
| Title: | Strategic type, market orientation, and the balance between adaptability and adaptation |
| Journal: | Journal of Business Research
1999 : JUN, VOL. 45:2, p. 147-156 |
| Index terms: | MARKET ORIENTATION STRATEGY RESEARCH |
| Language: | eng |
| Abstract: | The study examines empirically if the strategic balance between adaptability and adaptation -- as reflected in the degree of and emphasis in market orientation -- is defined by the strategic type of a business. Based on a survey of 194 manufacturing companies with national and international operations, the analysis shows that strategic types are systematically associated with characteristic degrees of and emphasis in market orientation. Differences in the degree of market orientation reveal a distinctive pattern. |
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