@article {Rogers:2005:0959-3969:53,
title = "The Impact of Market Orientation on the Internationalization of Retailing Firms: Tesco in Eastern Europe",
journal = "The International Review of Retail, Distribution and Consumer Research",
parent_itemid = "infobike://routledg/rirr",
publishercode ="routledg",
year = "2005",
volume = "15",
number = "1",
publication date ="2005-01-01T00:00:00",
pages = "53-74",
itemtype = "ARTICLE",
issn = "0959-3969",
eissn = "1466-4402",
url = "https://www.ingentaconnect.com/content/routledg/rirr/2005/00000015/00000001/art00003",
doi = "doi:10.1080/0959396042000299120",
keyword = "matching, international retailing, Tesco, Market orientation, emerging markets",
author = "Rogers, Helen and Ghauri, Pervez and George, Katharine",
abstract = "This paper investigates a Western retailer's market orientation levels in two emerging markets. We examine whether the market orientation-company performance link holds true for retailers in emerging economies, despite environmental differences. By using concepts from key studies we have assimilated a fully representative model - applied through interviews with top management from Tesco and its subsidiaries and affiliates in Hungary and Slovenia. Using this example, we find that the market orientation-business performance link is valid for Western retailers in emerging economies. Here, the retailer applied market orientation predominately through; the use of matching with suppliers of own brand goods; top management emphasis on market orientation and risk taking. Intelligence generation and dissemination was exercised via global processes such as brand review.",
}