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- W2169733128 abstract "Numerous studies (Kohli and Jaworski, 1990; Ruekert, 1992; Jaworski and Kohli, 1993; Narver and Slater, 1990 Slater and Narver 1994a; and Pulendran, Speed and Widing, 2000) have shown a positive association between the marketing concept and performance, however, it is not clear to what degree this relationship is moderated by the business environment (Diamantopoulos and Hart, 1993; Slater and Narver, 1994a; Greenley, 1995b; Matsuno and Mentzer, 2000; Pulendran, Speed and Widing, 2000). It is also uncertain which dimensions of the Narver and Slater (1990) measure of market orientation explain the relationship. Research using subjective measures of company performance conducted in four countries (Australia, China, Singapore and The Netherlands) of 217 companies found an association between competitor orientation and interfunctional coordination and performance, which was moderated by the degree of environmental turbulence. Implications for managers are that the choice of marketing strategy needs to be carefully considered given the nature of the industry environment." @default.
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- W2169733128 date "2005-01-01" @default.
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- W2169733128 title "The Role Of The Environment In Moderating Marketing Strategy" @default.
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