The purpose of this article is to provide an understanding of the methodology of action research, especially its use in a marketing context. A retrospective account of a market‐oriented action research project in which the author was involved is provided in the form of a summative evaluation...

Asserts that an organisation’s ultimate goal of maintaining a loyal customer base transcends the obvious primary relationship of the organisation and its customers. The customer’s estimation of the value of the product/service is influenced by the inter‐relationships (secondary...

Purpose – The purpose of this paper is to contribute to the strategic management literature by identifying possible combinations of three organizational capabilities (market orientation, knowledge management, and customer relationship management). It seeks to analyze the potential interaction...

Purpose This research aims to provide evidence of the impacts of market orientation, customer value approach (through prestige, value for money and reputation for quality) and innovation on museum sustainability. Design/methodology/approach The model is analysed through partial least squares...

Purpose – This paper aims to test the relationships between organizational commitment and market orientation within the context of the non‐oil sector of a developing country. Design/methodology/approach – Cross‐sectional data was collected from 190 managers of non‐oil exporting...

Purpose – The purpose of this paper is to examine the effect of internal marketing, organizational commitment and organizational citizenship behaviors on commercial banks' market orientation. Design/methodology/approach – A quantitative survey methodology was adopted to collect data from...

Purpose – The purpose of this paper is to propose a conceptual framework that explores the relationships among the following constructs: corporate/organisational culture, market orientation, organisational commitment and organisational performance in non-profit organisations....

Purpose – The purpose of this paper is to investigate the effect of market orientation (MO) on organizational performance (OP) through organizational commitment (OC) in the intensely competitive environment of high‐tech industrial clusters. The relationships among MO, OC, and OP are also...

Purpose This study investigated business-to-business (B2B) repeated purchase intent and its relationships with customer value and customer satisfaction. Additionally, it explored the link between willingness to purchase again, switching costs and product returns management. Modern customers are...

Purpose – The purpose of this paper is to review the market orientation literature from a managerial perspective and to discuss and integrate the implementation lessons that can be drawn from it. Design/methodology/approach – The paper starts with a review of the managerial implications of...