A Four Nation Study of thee Relationship Between Marketing Effectiveness, Corporate Culture, Corporate Values and Market Orientation

David Norburn, Sue Birley, Mark Dunn and Adrian Payne
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David Norburn: Imperial College
Sue Birley: Imperial College
Mark Dunn: Baylor University
Adrian Payne: Cranfield Institute of Technology

Journal of International Business Studies, 1990, vol. 21, issue 3, 468 pages

Abstract: The aim of this study was to establish the ways in which senior executives in four countries which shared a common language—United Kingdom, United States, Australia and New Zealand—characterized both their firm's marketing effectiveness, and corporate culture and beliefs. Results give support to those theorists who advance cultural specificity as the primary moderator of top managerial attitudes, but also emphasise that the best predictor of marketing effectiveness is similar in all four nations—the primacy of the importance of people, and with quality.© 1990 JIBS. Journal of International Business Studies (1990) 21, 451–468

Date: 1990
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