Studying the effect of market orientation and organisational culture on a brand’s performance
O'Cass, Aron, Ngo, Liem Viet, Budiman, Arief, & Bougoure, Ursula (2005) Studying the effect of market orientation and organisational culture on a brand’s performance. In Proceedings of ANZMAC 2005 : Broadening the Boundaries, The Australian and New Zealand Marketing Academy (ANZMAC), University of Western Australia, Fremantle, Western Australia, pp. 72-79.
It is now well accepted that effective implementation of market orientation leads to superior performance. This paper theorises that market orientation and an innovative culture enable organisations to achieve higher brand performance. To test this proposition data were gathered from a sample of firms across a range of industries. The results support the premise that market orientation and innovative cultures improve brand performance and that innovative culture influences market orientation. The results also indicate that innovative culture is the stronger driver of brand performance over market orientation.
Impact and interest:
Citation countsare sourced monthly fromand citation databases.
These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.
Citations counts from theindexing service can be viewed at the linked Google Scholar™ search.
Full-text downloadsdisplays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.
|Item Type:||Conference Paper|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2005 [please consult the authors]|
|Deposited On:||21 Jun 2010 08:38|
|Last Modified:||11 Aug 2011 02:29|
Repository Staff Only: item control page