Marketing orientation in the Greek telecommunication market

Athanasios Papadimitriou, Ioannis Maroulas and Antonios Kargas

International Journal of Decision Sciences, Risk and Management, 2009, vol. 1, issue 3/4, 326-341

Abstract: The main objectives of the paper are to define and analyse the importance of marketing orientation across the Greek telecommunications companies and to develop an instrument for measuring the level of marketing orientation in these companies. The marketing orientation instrument was derived from analysis of the relevant marketing literature, leading to the development of a number of research hypotheses. Specifically, MARKOR scale (Jaworski and Kohli, 1993) was used to investigate the relationship between marketing orientation, customer intelligence and innovation in Greek telecommunication market. The empirical research findings confirmed positive relationships between marketing orientation, customer intelligence acquired by those companies and innovation, but not between marketing orientation and business performance.

Keywords: marketing orientation; MARKOR scale; telecommunications markets; Greece; customer intelligence; innovation; business performance; firm performance. (search for similar items in EconPapers)
Date: 2009
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.inderscience.com/link.php?id=31125 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijdsrm:v:1:y:2009:i:3/4:p:326-341

Access Statistics for this article

More articles in International Journal of Decision Sciences, Risk and Management from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().