Zhou, Yanfeng; Chao, Paul; Huang, Guang - In: International Marketing Review 26 (2009) 3, pp. 256-274
Purpose – The purpose of this research is to test the applicability of a model showing the relationship between a set of modified MARKOR scales used to measure market orientation (MO) and a set of organizational antecedents in an emerging market. Design/methodology/approach – The study is...