Marketing orientation, internal marketing and discretionary: An exploration of the relationships

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Title Marketing orientation, internal marketing and discretionary: An exploration of the relationships
Author Lagoon, Emma Kate; Herington, Carmel Ann; Weaven, Scott Keith W
Publication Title 2007 ANZMAC Conference : Conference Proceedings
Editor Maree Thyne, Kenneth R. Deans and Juergen Gnoth
Year Published 2007
Place of publication Dunedin, New Zealand
Publisher University of Otago, School of Business
Abstract This paper details research exploring relationships between marketing orientation, internal marketing and discretionary effort. We propose that in order for firms to undertake successful marketing activities in dynamic business environments, employees must be willing to offer the required effort to adapt quickly and effortlessly to external environmental change. Further, we propose that internal marketing will assist in encouraging discretionary effort and this will be fostered by a marketing orientation within the context of the organisation's culture. A self-complete questionnaire was used to collect data from 213 respondents. Results support the proposed relationships amongst the variables of marketing orientation, internal marketing and discretionary effort. An important implication for management is that customer culture and internal marketing are valuable (and inter-related) antecedents to a firm's competitive advantage.
Peer Reviewed Yes
Published Yes
Publisher URI http://www.sobmedia.commerce.otago.ac.nz/
Alternative URI http://www.anzmac.org/
Copyright Statement Copyright remains with the authors 2007 The attached file is reproduced here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.
ISBN 9781877156299
Conference name Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007
Location University of Otago,Dunedin, New Zealand
Date From 2007-12-03
Date To 2007-12-05
URI http://hdl.handle.net/10072/18007
Date Accessioned 2008-01-22
Date Available 2009-10-14T22:11:17Z
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject PRE2009-Marketing and Market Research
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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