Market Orientation, Corporate Culture and Business Performance

This book considers the importance of market orientation and corporate culture on business performance. By avoiding a focus on a specific market orientation scale, the author adopts a multifaceted view of the concept to make the scale more representative of market-orientated activities. Similarly, the performance measurements are based on a multidimensional view of financial and non-financial indicators. A new performance indicator, global presence, is utilized to examine the relationship between market orientation and the globalization of companies.

Coupling theory with the case studies, this well researched book will prove valuable not only to academicians, but also to the practitioners who are concerned with the dynamics of the current global business environment, which is characterized as volatile and competitive.