Market-Oriented Culture and Strategy : Are They Synergistic ?

@inproceedings{Yoon2005MarketOrientedCA,
  title={Market-Oriented Culture and Strategy : Are They Synergistic ?},
  author={Sung-joon Yoon and Sang-Han Lee},
  year={2005}
}
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

From This Paper

Figures, tables, and topics from this paper.

Explore Further: Topics Discussed in This Paper

References

Publications referenced by this paper.
SHOWING 1-10 OF 39 REFERENCES

Antecedents and consequences of marketing strategy making: A model and a test

  • A Menon, SG Bharadwaj, PT Adidam, SW Edison
  • Journal of Marketing,
  • 1999
Highly Influential
21 Excerpts

Marketing capabilities and firm performance: Hierarchical model

  • GJ Hooley, J Fahy, T Cox, J Beracs, K Fonfara, B Snoj
  • Journal of Market Focused Management,
  • 1999
Highly Influential
13 Excerpts

The capabilities of market-driven organizations

  • GS Day
  • Journal of Marketing,
  • 1994
Highly Influential
7 Excerpts

A taxonomy of marketing planning styles

  • DO McKee, PR Varadarajan, J Vassar
  • Journal of the Academy of Marketing Science,
  • 1990
Highly Influential
5 Excerpts

The Effect of Market Orientation on Business Profitability

  • JC Narver, SF Slater
  • Journal of Marketing,
  • 1990
Highly Influential
8 Excerpts

Organizational Strategy and Process

  • RE Miles, CC Snow
  • 1978
Highly Influential
4 Excerpts

Similar Papers

Loading similar papers…