prevailing organization's market orientation and marketing innovation activities. The sample of organizations consists of … and imports to GDP. This paper evaluates four types of marketing innovation activities (design, pricing, placing and … promotion methods) at the enterprise level as a factor of marketing capability. The analyzed sample consists of observations …

performance, and relationship marketing orientation in a transition economy such Vietnam. A model with its key determinants was … in the marketing communications industry. Structural equation modeling was used to verify proposed relationships. The … results show that relationship marketing orientation moderates all relations of constructs in the research model. In …