Marketing orientation in the Greek telecommunication market
Source: International Journal of Decision Sciences, Risk and Management, Volume 1, Numbers 3-4, 21 January 2010 , pp. 326-341(16)
Publisher: Inderscience Publishers
Abstract:The main objectives of the paper are to define and analyse the importance of marketing orientation across the Greek telecommunications companies and to develop an instrument for measuring the level of marketing orientation in these companies. The marketing orientation instrument was derived from analysis of the relevant marketing literature, leading to the development of a number of research hypotheses. Specifically, MARKOR scale (Jaworski and Kohli, 1993) was used to investigate the relationship between marketing orientation, customer intelligence and innovation in Greek telecommunication market. The empirical research findings confirmed positive relationships between marketing orientation, customer intelligence acquired by those companies and innovation, but not between marketing orientation and business performance.
Document Type: Research Article
Affiliations: 1: Economics and Management of Telecommunications, National & Kapodistrian University of Athens, 8 Pesmazoglou Street, 10559 Athens, Greece. 2: Economics and Management of Telecommunications, National & Kapodistrian University of Athens, 8 Pesmazoglou Street, 10559 Athens, Greece
Publication date: 2010-01-21
- The International Journal of Decision Sciences, Risk and Management publishes scholarly empirical and theoretical research articles that have a high impact on the field of management and decision making. The journal actively fosters the exchange of theoretical as well as practical views, case-based experiences and state-of-the-art applications, which ultimately shape contemporary management and decision making trends in the highly competitive SME sector, extending also to large organisations, institutions and the public-sector.