The nature of the relationship between market orientation and performance
A review of the literature indicates that a universally enhancing relationship between market orientation and performance is not conclusively supported. Recent research suggests that the relationship between marketing investments and profit may be inverted U-shaped such that there is an optimal leve...
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| Format: | Default Thesis |
| Published: |
2011
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| Online Access: | https://hdl.handle.net/2134/8950 |
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