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

George Avlonitis, Spiros Gounaris

Research output: Contribution to journalArticle

143 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.
Original languageEnglish
Pages (from-to)385–402
Number of pages18
JournalIndustrial Marketing Management
Volume26
Issue number5
DOIs
Publication statusPublished - Sep 1997

Keywords

  • company performance
  • marketing orientation
  • customer needs

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