Abstract
Market orientation is the goal for several organisations today. The closer organisations are able to move towards being market oriented, the greater is their ability to develop superior customer value and compete successfully (Narver and Slater 1990; Jaworski and Kohli 1993; Greenley 1995). Recent literature on the market orientation of the firm has focused largely on (1) the performance benefits of being customer focused and the various conditions in which market orientation will flourish (Narver and Slater 1990; Kohli and Jaworski 1993; Greenley 1995; Diamantapoulos and Hart 1993); and (2) key attributes of market oriented firms such as reward systems, interdepartmental dynamics, involving human resources.
Access provided by Autonomous University of Puebla. Download to read the full chapter text
Chapter PDF
Similar content being viewed by others
Keywords
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Pulendran, S., Speed, R., Widing, R. (2015). Marketing Planning, Market Orientation and Performance: An Empirical Study of Australian Organisations. In: Ford, J., Honeycutt, Jr., E. (eds) Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13084-2_105
Download citation
DOI: https://doi.org/10.1007/978-3-319-13084-2_105
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-13083-5
Online ISBN: 978-3-319-13084-2
eBook Packages: Business and EconomicsBusiness and Management (R0)