Studying the effect of market orientation and organisational culture on a brand's performance

Title: Studying the effect of market orientation and organisational culture on a brand's performance
Creator: O'Cass, Aron; Ngo, Liem Viet; Budiman, Arief; Bougoure, Ursula
Relation: 8th Australia and New Zealand Marketing Academy Conference (ANZMAC 2005). ANZMAC 2005: Broadening the Boundaries: Conference Proceedings (Fremantle, W.A. 5-7 December, 2005) p. 72-79
Relation: http://anzmac.info/conference/2005
Publisher: University of Western Australia, School of Business
Resource Type: conference paper
Date: 2005
Description: It is now well accepted that effective implementation of market orientation leads to superior performance. This paper theorises that market orientation and an innovative culture enable organisations to achieve higher brand performance. To test this proposition data were gathered from a sample of firms across a range of industries. The results support the premise that market orientation and innovative cultures improve brand performance and that innovative culture influences market orientation. The results also indicate that innovative culture is the stronger driver of brand performance over market orientation.
Subject: market orietation; organisational culture; brand performance; marketing
Identifier: http://hdl.handle.net/1959.13/927477
Identifier: uon:10159
Identifier: ISBN:064645546X
Language: eng
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