Hughes, Paul; Morgan, Robert E.; Kouropalatis, Yiannis - In: European Journal of Marketing 42 (2008) 11/12, pp. 1372-1395
Purpose – Drawing on the burgeoning proactive market orientation literature and its role within the organizational learning‐performance thesis, the aim of this aricle is to investigate further this nomological network. Design/methodology/approach – The article adopts a market knowledge...