Market-Oriented Culture and Strategy : Are They Synergistic ?

  title={Market-Oriented Culture and Strategy : Are They Synergistic ?},
  author={Sung-joon Yoon and Sang-Han Lee},
Existing studies concerning the effects of marketing on firm performance have been conducted primarily in the areas of market-orientation and marketing strategy studies. Recently, efforts have been made in investigating the integrated effects of these two factors on firm performance. As part of these efforts, this study employed market-oriented culture and the marketing strategy making process of a firm as constituents of its marketing competence, and, based on reviews of related literature… CONTINUE READING

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