A qualitative and longitudinal analysis of market orientation
This work analyzes the dynamic effect of market orientation (MO) on organizational performance, both in the long term and in the short term. The performance was measured by the sales growth and profitability. The methodology used is innovative as it quantifies the MO with a qualitative technique: content analysis. Data from the Spanish banking sector between 2005 and 2007 are the basis of a longitudinal study. The results indicate that the banks that develop an MO approach maintain this approach over time. On the other hand, MO does not seem to have a direct effect on profitability, but does affect the long-term sales growth.
Year of publication: |
2013
|
---|---|
Authors: | Bottala, Lourdes Cauzo ; Camacho, María Ángeles Revilla |
Published in: |
The Service Industries Journal. - Taylor & Francis Journals, ISSN 0264-2069. - Vol. 33.2013, 7-8, p. 694-704
|
Publisher: |
Taylor & Francis Journals |
Saved in:
Online Resource
Saved in favorites
Similar items by person
-
A qualitative and longitudinal analysis of market orientation
Bottala, Lourdes Cauzo, (2013)
- More ...