haku: @author Narver, J.C. / yhteensä: 2
viite: 2 / 2
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| Tekijä: | Narver, J.C. Slater, S.F. |
| Otsikko: | The effect of a market orientation on business profitability. |
| Lehti: | Journal of Marketing
1990 : OCT, VOL. 54:4, p. 20-35 |
| Asiasana: | MARKETING RESEARCH PROFITABILITY PERFORMANCE MEASUREMENT MARKETING MANAGEMENT MARKETING MODELS |
| Kieli: | eng |
| Tiivistelmä: | The authors analyse the content of market orientation /MO/ and propose a model consisting of three behavioural components and two decision criteria; each of them can be measured. The model was tested by sending questionnaires to 440 strategic business units. Reliability analysis and test for construct validity was conducted, and the data are presented. The relations between MO and profitability and the relations between MO, business-specific factors, market level factors and performance are examined. A model is constructed and tested, and the results for commodity and noncommodity business are presented. Six issues for further research are offered. |
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