Marketing orientation and company performance : a comparative study of industrial vs. consumer goods companies

Avlonitis, George and Gounaris, Spiros (1997) Marketing orientation and company performance : a comparative study of industrial vs. consumer goods companies. Industrial Marketing Management, 26 (5). 385–402. ISSN 0019-8501 (https://doi.org/10.1016/S0019-8501(96)00121-6)

Abstract

Marketing orientation, still an intriguing concept for many, carries the pledge of superior company performance through the satisfaction of customer's needs. This article draws conclusions from an empirical investigation showing that this relationship does really exist and, in the case of industrial markets, building a marketing orientation it is indeed a significant contributor to the company's performance.

ORCID iDs

Gounaris, Spiros ORCID: https://orcid.org/0000-0002-1328-8512

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• Item metadata

  Item type:	Article
  ID code:	40347
  Dates:	Date Event September 1997 Published
  Keywords:	company performance, marketing orientation, customer needs, Marketing. Distribution of products, Marketing
  Subjects:	Social Sciences > Commerce > Marketing. Distribution of products
  Department:	Strathclyde Business School > Marketing
  Depositing user:	Pure Administrator
  Date deposited:	05 Jul 2012 12:22
  Last modified:	27 Jan 2023 15:55
  URI:	https://strathprints.strath.ac.uk/id/eprint/40347