TITLE

The effects of market orientation on subsidiary performance: Empirical evidence from MNCs in Turkey

AUTHOR(S)
Kirca, Ahmet H.
PUB. DATE
October 2011
SOURCE
Journal of World Business;Oct2011, Vol. 46 Issue 4, p447
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Abstract: Much scholarly work has been devoted to studying the performance implications of market orientation. This study examines the direct and indirect effects of market orientation on financial performance of the subsidiaries of MNCs located in Turkey. The findings indicate that a market orientation affects financial performance of MNC subsidiaries that operate in diverse and complex economic, cultural, and political environments of the Middle East. Moreover, authors demonstrate that the customer-related mechanisms (customer satisfaction and retention) mediate the market orientation�performance relationship. The paper also discusses the theoretical and practical implications of study findings.
ACCESSION #
65345344

 

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