Summary
Contents
Subject index
The Marketing Service Institute has a 38 year history of funding high-profile scholarly research on topics that have managerial significance. MSI's pioneering work on developing a market orientation which has only been available as a series of working papers is now presented in book form for the first time by Sage Publications. This book demonstrates the importance of market orientation on organizational culture (the shared set of values in putting customer first), on strategy (creating superior value for a firm's customers), and on tactics (the set of cross-functional activities directed at creating and satisfying customers).
The Influence of Market Orientation on Channel Relationships: A Dyadic Examination
The Influence of Market Orientation on Channel Relationships: A Dyadic Examination
Many companies have sought to alter channels of distribution to achieve the strategic gains necessary to compete in challenging global markets. At the same time, marketers have advocated adoption of the marketing concept and a market orientation to enhance competitive positioning. A meshing of the two concepts—using a market orientation to alter the channel of distribution relationship—may provide companies with a viable way of creating a sustainable competitive advantage and enhancing organizational performance.
It has been determined from market orientation research that market-oriented behaviors positively affect various corporate measures such as profitability, employees' attitudes, and salesperson orientations. In this study, Siguaw, Simpson, ...
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