The service sector is an increasingly important source of job creation and economic wealth, and accounts for more than 75 per cent of the GDP of many developed economies. Yet there has been surprisingly little research into the relationship between market orientation and service firm...

This study utilises the inter‐relationship between market orientation and innovation in order to examine alternative mechanisms through which market orientation contributes to service firm performance. Three mechanisms (direct, mediated and moderator) are examined using regression analysis and...

The aim of this article is to identify company characteristics which are linked to improved performance in hospitality firms. It compares the levels of market orientation and other company characteristics, including corporate culture, innovation procedures, use of information technology and...

Although universities are increasingly competing for international students, little has been written about the influence of cross‐cultural values on the positioning of international education brands. This study investigates the values that students in three Asian markets place on overseas...

Purpose – It is well known that the results of academic marketing research are not widely used by practitioners. This is attributed to a range of factors including language barriers and poor communication between the academic and practitioner communities. In spite of this, there exists little...

Purpose – This paper sets out to identify the knowledge and skills that marketing practitioners need to possess and use, to improve marketing management and firm performance. Design/methodology/approach – The data from a survey of marketing managers, academics and senior students in New...

Although there are a growing number of studies which have investigated links between market orientation and performance in service firms, there has been limited research which compares the market orientations of goods and service firms. The results of this study, based on a large...