Bathgate, Ian; Omar, Maktoba; Nwankwo, Sonny; Zhang, Yinan - In: Marketing Intelligence & Planning 24 (2006) 4, pp. 332-346
Purpose – The research objective was to assess the challenges of transition that firms face in adopting a market orientation in China, as the basis for providing a context‐specific explanation of market orientation. Design/methodology/approach – A sample from the He Bei Light Industry...