Purpose – It is well known that the results of academic marketing research are not widely used by practitioners. This is attributed to a range of factors including language barriers and poor communication between the academic and practitioner communities. In spite of this, there exists little...

This study utilises the inter‐relationship between market orientation and innovation in order to examine alternative mechanisms through which market orientation contributes to service firm performance. Three mechanisms (direct, mediated and moderator) are examined using regression analysis and...

Although there are a growing number of studies which have investigated links between market orientation and performance in service firms, there has been limited research which compares the market orientations of goods and service firms. The results of this study, based on a large...

Purpose – This paper sets out to identify the knowledge and skills that marketing practitioners need to possess and use, to improve marketing management and firm performance. Design/methodology/approach – The data from a survey of marketing managers, academics and senior students in New...