TITLE

Effect of Market, Learning and Entrepreneurship Orientation on Marketing Capabilities and Marketing Performance (Study on Medium Enterprises in Southeast Sulawesi)

AUTHOR(S)
Halim
PUB. DATE
July 2014
SOURCE
Australian Journal of Basic & Applied Sciences;Jul2014, Vol. 8 Issue 10, p394
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This study purpose research is to examine business orientation development namely market, learning and entrepreneurial orientation by emphasizing role of marketing capability in an effort to improve marketing performance. This study developed a field marketing strategy to blend marketing and strategy. This study examines medium-sized businesses. Samples were 158 companies spread in 7 district/city in Southeast Sulawesi. Research result show Stronger market orientation encourages higherperforming companies. Market orientation has not been able to improve the company's marketing capabilities. Learning Orientation has not been able to improve company performance. Learning orientation can improve a company's marketing capabilities. Entrepreneurial orientation can improve marketing capabilities. Entrepreneurial orientation does not increase company's marketing performance. Marketing Capability is able to improve the company performance.
ACCESSION #
97368506

 

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