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Journal cover: International Marketing Review

International Marketing Review

ISSN: 0265-1335

Online from: 1983

Subject Area: Marketing

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Intra-organizational factors and market orientation: effects of national culture


Document Information:
Title:Intra-organizational factors and market orientation: effects of national culture
Author(s):Ahmet H. Kirca, (Department of Marketing, Eli Broad Graduate School of Management, Michigan State University, East Lansing, Michigan, USA), G. Tomas M. Hult, (Department of Marketing, Eli Broad Graduate School of Management, Michigan State University, East Lansing, Michigan, USA)
Citation:Ahmet H. Kirca, G. Tomas M. Hult, (2009) "Intra-organizational factors and market orientation: effects of national culture", International Marketing Review, Vol. 26 Iss: 6, pp.633 - 650
Keywords:Market orientation, Marketing strategy, National cultures
Article type:Research paper
DOI:10.1108/02651330911001323 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Abstract:

Purpose – The purpose of this paper is to gain an increased understanding of the moderating role of national culture on the impacts of intra-organizational factors on market orientation.

Design/methodology/approach – Using Schwartz's cultural value dimensions, the paper presents a set of propositions regarding the moderating effects of conservatism, intellectual autonomy, hierarchy, egalitarianism, and mastery dimensions of national cultural values on the relationships between market orientation and various intra-organizational variables including interdepartmental connectedness, top management emphasis, interdepartmental conflict, centralization, formalization, and market-based reward systems.

Findings – National cultural values can determine the importance of various antecedents to market orientation.

Originality/value – The conceptual framework presented in this paper contributes to the extant literature in market orientation by investigating the context dependent nature of the relationships involving market orientation and its antecedents in efforts to expand the theoretical knowledge base on the implementation of marketing concept in a global context.



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Qualitative research in international marketing.