What mediates the effects of market orientation on performance? : the case of high technology companies in South Africa
Year: 2009
Type: dissertation
Abstract: Conventional market orientation philosophy holds that behavioural and philosophical/cultural aspects of marketing are fundamental to an organisation. Prior research on strategic orientation in marketing research has focused on the construct of market orientation, which has been shown to have strong positive relations on business performance. In the present research, the effects of market orientation on performance are assessed concurrently with two other types of strategic orientation: technology orientation and learning orientation. In addition, we assess the mediating properties of entrepreneurship and innovativeness on the relationship of these three types of strategic orientation on business performance.
Author: Charlène Heyns-Nell
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2188578220