Zusammenfassung
Diese Studie untersucht die Auswirkungen der Marktorientierung auf die ökologische Nachhaltigkeitsleistung eines Mobilfunkunternehmens in Ägypten. Der primäre Beitrag der Studie besteht darin, die Dynamik aufzudecken, mit der die Marktorientierung die ökologische Nachhaltigkeitsleistung des Unternehmens beeinflussen kann. Die Forscher gehen davon aus, dass ökologische Nachhaltigkeitsleistung mit der Marktintelligenz, der Abteilungskoordination und der Reaktion auf Markt- und Finanzkapazitäten einer Organisation verbunden ist. Die Studie verwendet eine Umfrage, die von 100 Mitarbeitern im Unternehmen erhoben wird. Ein vorgeschlagenes Modell wird mit Hilfe der Pearson-Korrelations- und Regressionsanalyse entwickelt und getestet. Die Ergebnisse zeigen, dass zwei Dimensionen der Marktorientierung, nämlich Marktintelligenz und interfunktionale Koordination, die ökologische Nachhaltigkeitsleistung des untersuchten Unternehmens in unterschiedlicher Weise positiv beeinflussen. Zudem spielen finanzielle Ressourcen eine vermittelnde Rolle in der Beziehung zwischen Marktorientierung und ökologischer Nachhaltigkeitsleistung.
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El Alfy, S., Marx Gómez, J., Dani, A. (2019). Exploring the Effect of Market Orientation on Environmental Sustainability Performance: A Case Study of a Mobile Company in Egypt. In: Marx Gómez, J., Solsbach, A., Klenke, T., Wohlgemuth, V. (eds) Smart Cities/Smart Regions – Technische, wirtschaftliche und gesellschaftliche Innovationen. Springer Vieweg, Wiesbaden. https://doi.org/10.1007/978-3-658-25210-6_38
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