The Effects of Perceived Environmental Uncertainty on Marketing Orientation by Stage of the Marketing Channel
نویسنده
چکیده
This paper investigates the degree of market orientation of participants in the fresh produce marketing channel in Zimbabwe and the extent to which it is influenced by environmental uncertainty. The results generally support previous research that has shown that market orientation is positively related to perceived environmental uncertainty. There was a generally high degree of market orientation and sensitivity to environmental uncertainty among channel members and, in particular, within the smallholder farmer sector.
منابع مشابه
The Effect of Entrepreneural orientation and Market orientation on Market performance of knowledge-based Companies with Mediating Role of Marketing Capability and Marketing Effectiveness
To achieve the desired market performance in the current competitive market and survive in this turbulent arena require appropriate orientations by companies. The use of entrepreneurial orientation and market orientation approaches in this area can be effective. Companies, especially knowledge-based companies, should obtain appropriate market share in a competitive market by applying marketing ...
متن کاملThe Effect of Internal Marketing Orientation on Nurses’ performance with the Mediating Role of Nurses’ Engagement
Background: The performance of nurses as the largest human resources element of health care organizations has an important impact on the quality and results of patients' treatment. The main purpose of this research is to investigate the impact of internal marketing orientation on nurses’ performance by considering the mediating role of nurses’ engagement. Materials & Methods: In this regard, w...
متن کاملInvestigating the Effect of the Consumers’ Ethical Philosophies (Idealism, Egoism, and Materialism) on their Perceived Unethical Marketing
Objective Some ethically controversial behaviors within the companies have faced today marketing with the hallmarks of lying, deception, exaggeration, fraud, privacy violation and similar accusations. Therefore, creating and maintaining good relationships with the customers on one hand, and drastic lack of studies concerning the customers' perception of ethical and unethical marketing have made...
متن کاملCorrelation of internal marketing and service quality with the mediating role of market orientation in sports clubs
Introduction: Internal marketing is a management tool that provides the ground for providing quality services by paying attention to managers as internal customers. The aim of this study was to determine the correlation between internal marketing and service quality with the mediating role of market orientation in sports clubs in Kermanshah province in 2020. Methods: The present study is a desc...
متن کاملA Presentation of the Strategic Entrepreneurial Marketing Model in the Construction Industry
The objective of the present study is to provide a strategic entrepreneurial marketing model in the construction industry in the construction companies of the north of the country using the Grounded theory. The present study is a qualitative research which uses Grounded theory by focusing on deep and semi-structured interview and providing an entrepreneurial strategic marketing strategy. In thi...
متن کامل