search query: @indexterm ORGANIZATIONAL CULTURE / total: 432
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| Author: | O'Cass, A. Ngo, L.V. |
| Title: | Market orientation versus innovative culture: two routes to superior brand performance |
| Journal: | European Journal of Marketing
2007 : VOL. 41:7/8, p. 868-887 |
| Index terms: | marketing market orientation organizational culture brands innovation culture Australia |
| Language: | eng |
| Abstract: | This paper aims at providing insights into how market orientation (henceforth as: m-ortn.) and organisational culture contribute to brand performance (here as: b-p.), shedding light on the nexus btw. m-ortn. and innovative culture (as: inv-cult.), and examining the relative importance of inv-cult. over m-ortn. in affecting b-p. In a cross-sectional survey, hypotheses were tested on a convenience sample of 180 marketing executives in Australia. It is found among others that organizations with a strong innovative culture seem to recognize that building a successful brand depends ... on organisations' ability to innovatively develop unique ways of delivering superiour value to customers etc. |
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