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An integrative model of market orientation constructs in consumer goods industry: an empirical evidence

Alhakimi, Wail and Baharun, Rohaizat (2010) An integrative model of market orientation constructs in consumer goods industry: an empirical evidence. International Management Review, 6 (2). pp. 40-54. ISSN 1551-6849

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Literature review had shown separate focus on measuring marketing concept adoption and implementation (market orientation). Additionally, it is clear from the intensive work on market orientation that there is lack of studies in targeted least developed countries. Therefore, the main purpose of this study is to build on the lack of empirical evidence by developing an integrative model to examine the linkage between marketing concept adoption and market orientation constructs in Yemeni’s industry. Multiple-informant data were collected using face-to-face questionnaire method and strategic business unit (SBU) was the unit of analysis within Yemeni’s consumer goods industry. The proposed model was examined using correlation analysis, path analysis and suggested fit indices using AMOS program. All of the variables had shown to be positively and significantly correlated. The integrative model achieved high fit indices and the cultural dimensions are found to have a partial mediation role of the relationship between marketing concept adoption and behavioral dimensions of market orientation.

Item Type:Article
Uncontrolled Keywords:marketing concept, market orientation, intelligence processing, least developed countries
Subjects:H Social Sciences > HD Industries. Land use. Labor
Divisions:Management and Human Resource Development (Formerly known)
ID Code:43958
Deposited On:26 Jan 2015 16:57
Last Modified:15 Feb 2017 14:55

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