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| Tekijä: | Hughes, P. Morgan, R. E. Kouropalatis, Y. |
| Otsikko: | Market knowledge diffusion and business performance |
| Lehti: | European Journal of Marketing
2008 : NOV, VOL. 42: 11/12 p. 1372-1395 |
| Asiasana: | market research market orientation knowledge management training organizational learning |
| Kieli: | eng |
| Tiivistelmä: | The paper aims to investigate interactive and contingent effects of market orientation and strategic proactiveness on business performance in the context of organizational learning and planning capabilities. Findings reveal that organizational learning does significantly effect both proactive market orientation and strategic proactiveness. The relationship between strategic proactiveness and business performance is mediated by market orientation. It also seems that strategic market planning capabilities moderate the market orientation-business performance relationship. |
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