The tourism market is characterized by a high level of competition. Hence, the entities providing services and creating their offers in tourist destinations take actions aimed at satisfying consumers’ (tourists’) needs. These activities are realized achieving appropriate marketing orientation. In terms behaviour, orientation based on implementation concept focusing customers’ needs also achieve...

This study explores how the organizational culture represented by conventional market orientation practices influences B2B relationship outcomes and financial returns for production-centered supplier firms. The market orientation practices of 187 large-sized production-centered supplier firms in the U.S. Midwest region are empirically studied using both combined approach and component-wise appr...

This study focuses on market orientation (MO) and customer intimacy (CI) in business-to-business marketing. These are generally regarded as key success factors in marketing. The authors argue, however, that the relationship between MO and customer relationship has not been properly examined, nor has its dependence on a firm’s strategic market posture been understood. A contingency framework is ...

Previous studies have found that market orientation signi®cantly predicts economic performance. The present study attempts to provide a necessarily partial model for how this impact takes place using innovation degree, innovation performance and customer loyalty as intermediate variables. The study targets the insurance industry in the European Union. The sample accounted for 22 percent of the ...

This study examines strategic process and export entry choice of small and medium manufacturing firms in Nigeria. The data was collected from a survey of 72 small and mediumsized manufacturers in Nigeria. Data were analyzed using descriptive statistics, t-test, and Pearson’s product moment correlation analysis. Results show that firms’ strategic choice to enter the export market was associated ...