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.
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|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|
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