Helfert, Gabriele; Ritter, Thomas; Walter, Achim - In: European Journal of Marketing 36 (2002) 9/10, pp. 1119-1139
Many studies have shown that market orientation is important for firms because it has a positive impact on performance. However, several studies have indicated that the relation between a firm’s market orientation and its success is sometimes weak and that moderating variables need to be...
