Kirca, Ahmet H.; Tomas M. Hult, G. - In: International Marketing Review 26 (2009) 6, pp. 633-650
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...