|
The Antecedents and Consequences of Market Orientation in Australia
|
|
Sue Pulendran, Richard Speed and Robert E. Widing II
|
Abstract
|
|
The subject of market orientation has been of interest
to both researchers and practitioners for several years.
The work of Jaworski and Kohli (1993) inspired a
substantial body of literature that empirically
examined the antecedents and consequences of a
market orientation. This article contributes to that
body of literature by investigating the antecedents
and consequences of market orientation in Australia.
The results successfully replicate the Jaworski and
Kohli findings, within an Australian environment.
Results illustrate that understanding the culture,
activities and processes associated with market-oriented
activity have significant implications for organisations
in Australia.
|
|
|
|
|
Download this article.
|
Keywords
|
|
MARKET ORIENTATION; BUSINESS PERFORMANCE; ANTECEDENTS.
|
|
Contact Details
Sue Pulendran
Melbourne Business School
200 Leicester Street
Carlton VIC 3053
E-mail: r.speed@mbs.unimelb.edu.au
Richard Speed
Melbourne Business School
200 Leicester Street
Carlton VIC 3053
Robert E. Widing II
Department of Marketing
University of Melbourne
Parkville VIC 3052
|
|
|
