Abstract
Explores the effect of market orientation on operating effectiveness and cost efficiency using data drawn from automotive distribution channels in Finland and Poland. The results indicate that market orientation is positively associated with measures of effectiveness such as service quality and overall customer service level. Market orientation also has a positive influence on measures of cost efficiency, such as productivity and sales per employee. In addition, profitability measures were highly associated with operating effectiveness and cost efficiency. Additional analysis suggests that market orientation has a greater effect on operating effectiveness, such as service quality, in Poland, a less-developed country, than in Finland, a more-developed country. Based on the findings, important managerial and research implications are proferred.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 407-418 |
| Number of pages | 12 |
| Journal | Journal of Services Marketing |
| Volume | 13 |
| DOIs | |
| State | Published - Aug 1 1999 |
| Externally published | Yes |
All Science Journal Classification (ASJC) codes
- Marketing
Keywords
- Cost effectiveness
- Distribution channels
- Market orientation
- Motor industry
- Operating performance
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