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- W2103453357 abstract "Abstract Despite strong empirical validation of the relationship between market orientation and business performance, the literature is inconclusive on the implementation of the strategy. This paper reviews the implementation of market orientation, and investigates the associations between market orientation and marketing planning and their associations with business performance. A survey of 216 Australian larger business organisations was conducted to find evidence of these relationships. The results highlight a close association between market orientation and marketing planning, with virtually the same level of association between them, and the business performance measures used. This evidence suggests that they arguably represent the same domain. The results suggest that marketing practitioners may use the marketing planning technique as an intangible productive resource to operationalise the market orientation strategy, and use it to design a specific style and magnitude of market orientation suitable for an organisation." @default.
- W2103453357 created "2016-06-24" @default.
- W2103453357 creator A5042408944 @default.
- W2103453357 date "2010-08-06" @default.
- W2103453357 modified "2023-09-29" @default.
- W2103453357 title "Marketing planning: Operationalising the market orientation strategy" @default.
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- W2103453357 doi "https://doi.org/10.1080/02672571003683813" @default.
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