Marketing orientation and company performance: a comparative study of industrial vs. consumer goods companies

George Avlonitis, Spiros Gounaris

Research output: Contribution to journalArticle

134 Citations (Scopus)

Abstract

Marketing orientation, still an intriguing concept for many, carries the pledge of superior company performance through the satisfaction of customer's needs. This article draws conclusions from an empirical investigation showing that this relationship does really exist and, in the case of industrial markets, building a marketing orientation it is indeed a significant contributor to the company's performance.
LanguageEnglish
Pages385–402
Number of pages18
JournalIndustrial Marketing Management
Volume26
Issue number5
DOIs
Publication statusPublished - Sep 1997

Fingerprint

Marketing orientation
Comparative study
Company performance
Industrial markets
Empirical investigation
Customer needs

Keywords

  • company performance
  • marketing orientation
  • customer needs

Cite this

@article{c253937f0d55413485ac97e2961366de,
title = "Marketing orientation and company performance: a comparative study of industrial vs. consumer goods companies",
abstract = "Marketing orientation, still an intriguing concept for many, carries the pledge of superior company performance through the satisfaction of customer's needs. This article draws conclusions from an empirical investigation showing that this relationship does really exist and, in the case of industrial markets, building a marketing orientation it is indeed a significant contributor to the company's performance.",
keywords = "company performance, marketing orientation, customer needs",
author = "George Avlonitis and Spiros Gounaris",
year = "1997",
month = "9",
doi = "10.1016/S0019-8501(96)00121-6",
language = "English",
volume = "26",
pages = "385–402",
journal = "Industrial Marketing Management",
issn = "0019-8501",
number = "5",

}

Marketing orientation and company performance : a comparative study of industrial vs. consumer goods companies. / Avlonitis, George; Gounaris, Spiros.

In: Industrial Marketing Management, Vol. 26, No. 5, 09.1997, p. 385–402.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Marketing orientation and company performance

T2 - Industrial Marketing Management

AU - Avlonitis, George

AU - Gounaris, Spiros

PY - 1997/9

Y1 - 1997/9

N2 - Marketing orientation, still an intriguing concept for many, carries the pledge of superior company performance through the satisfaction of customer's needs. This article draws conclusions from an empirical investigation showing that this relationship does really exist and, in the case of industrial markets, building a marketing orientation it is indeed a significant contributor to the company's performance.

AB - Marketing orientation, still an intriguing concept for many, carries the pledge of superior company performance through the satisfaction of customer's needs. This article draws conclusions from an empirical investigation showing that this relationship does really exist and, in the case of industrial markets, building a marketing orientation it is indeed a significant contributor to the company's performance.

KW - company performance

KW - marketing orientation

KW - customer needs

U2 - 10.1016/S0019-8501(96)00121-6

DO - 10.1016/S0019-8501(96)00121-6

M3 - Article

VL - 26

SP - 385

EP - 402

JO - Industrial Marketing Management

JF - Industrial Marketing Management

SN - 0019-8501

IS - 5

ER -