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| Author: | O'Sullivan, D. Butler, P. |
| Title: | Market orientation and enterprise policy |
| Journal: | European Journal of Marketing
2009 : VOL. 43:11/12, p. 1349-1364 |
| Index terms: | market orientation business policy Irish Republic |
| Freeterms: | business performance manufacturing resource planning |
| Language: | eng |
| Abstract: | The aim of this article is to empirically examine the merit of enterprise policies that seek to enhance market orientation as a driver of firm performance. The MKTOR survey instrument is used. The research is administered to senior marketing managers in high-value-added sectors in Ireland. The findings of this study support international context-specific research. Market orientation is not found to be a direct factor of firm performance in high value-added firms. |
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