Do managers at two hierarchical levels differ in how they assess their company’s market orientation?

Mateja Bodlaj

Journal of East European Management Studies, 2012, vol. 17, issue 3, 292-312

Abstract: The purpose of the presented empirical study was to examine the cultural and behavioural adoption of a market orientation as perceived by two groups of managers: general managers and marketing managers. With regard to market-oriented behaviours, a distinction is made between a responsive and a proactive market orientation. Based on a single-informant approach, comparisons between both groups of managers are made by testing invariant latent mean structures. An analysis of 363 companies from a South-east European country reveals that the general managers perceived all components of a market orientation significantly better than the marketing managers.

Keywords: market-oriented culture; market information; responsive and proactive market orientation (search for similar items in EconPapers)
JEL-codes: J21 J24 L10 L26 M10 M14 P20 P31 (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (5)

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