spot_img
spot_img
spot_img
HomeInsightsImproving the effectiveness of market-oriented organisation

Improving the effectiveness of market-oriented organisation

Abstract
In the context of an emerging market economy, this study examines the mediating role of marketing capabilities on the market orientation (MO)–performance relationship. Specifically, the authors investigate the roles of product innovativeness, customer relationship management (CRM) capability, research and development (R&D) integration and brand management capabilities in the institutionalisation of a MO culture and the implementation of MO behaviours. With data collected from 150 organisations, the authors find that MO behaviour fully mediates the effects of MO culture on product innovativeness and CRM capability, which in turn enhance firm performance. In addition, leadership quality facilitates the effect of MO culture on MO behaviour, and the effects of product innovativeness and CRM capability on firm performance are greater in the presence of R&D–marketing integration and brand management capabilities, respectively.

Download PDF: Improving the effectiveness of market-oriented organisation

RELATED ARTICLES

Weather

Australia
clear sky
31.4 ° C
31.4 °
31.4 °
37 %
2.9kmh
2 %
Fri
31 °
Sat
34 °
Sun
32 °
Mon
33 °
Tue
28 °

CALENDAR

LATEST NEWS

Rõ biết 218

Rõ biết 217

Rõ biết 216

Rõ biết 215

spot_img

About Me

Quick Links

Stay connected

16,985FansLike
2,458FollowersFollow
61,453SubscribersSubscribe