Kirca, Ahmet H.; Cavusgil, S. Tamer; Hult, G. Tomas M. - In: International Business Review 18 (2009) 2, pp. 111-118
Significant research has focused on the market orientation concept and its antecedents in recent years. Nevertheless, the market orientation research provides little information concerning the effects of national cultural values on the market orientation of companies. The conceptual framework...