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Does marketing function pay of in moderating the relationship between market orientation and business performance

Ophof, T.T.J. (2020) Does marketing function pay of in moderating the relationship between market orientation and business performance.

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Abstract:This research confirms that there is a relationship between market orientation and business performance constructs. In addition, the marketing function also has a relationship with business performance. The research, therefore, creates new insight into the relationship between market orientation, marketing function, and business performance. It shows that an organization must not only focus on one aspect but must focus on both the market orientation and the marketing function. All in all, it is advised that organizations focus more on the marketing function activities within the organization than in the current situation, because now organizations perform better on market orientation while this construct influences business performance less. Moreover, the organization scores best if it scores high on both market orientation and marketing function.
Item Type:Essay (Master)
Clients:
STEM-IMC, the Netherlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:83 economics, 85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/80420
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