Seeing market orientation through a capabilities lens
نویسندگان
چکیده
منابع مشابه
Toward a Research Model of Market Orientation and Dynamic Capabilities
In the majority of studies on market orientation it is claimed that compelling evidence exists that market orientation has a positive effect on firm performance. It is important to investigate the mediating effect of market orientation on firm performance. Drawing on the dynamic capabilities perspective, in this paper, the view is taken that market orientation is a rare, valuable, and inimitabl...
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ژورنال
عنوان ژورنال: European Journal of Marketing
سال: 2009
ISSN: 0309-0566
DOI: 10.1108/03090560910923201