Market orientation contnbutes to organizational performance but what are the antecedents to superior market orientation. This paper empirically tests and establishes the relationship between internal customer orientation and market orientation. The paper informs on the antecedents to internal customer orientation and market orientation.
CITATION STYLE
Conduit, J., & Mavondo, F. T. (2015). Internal Customer Orientation: Antecedents and Consequences. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 208–213). Springer Nature. https://doi.org/10.1007/978-3-319-13084-2_51
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