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Customer orientation and innovativeness: Differing roles in New and Old Europe

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  • Theoharakis, Vasilis
  • Hooley, Graham

Abstract

Burgess and Steenkamp [Burgess, S. M., & Steenkamp, J. (2006). Marketing renaissance: How research in emerging markets advances marketing science and practice. International Journal of Research in Marketing, 23(4), 337−356.] have pointed out that marketing knowledge derives almost exclusively from research conducted in high income, industrialized countries. However, the generalizability of marketing knowledge should also be tested in emerging markets. We demonstrate that returns on customer orientation and organizational innovativeness play out differently in New versus Old Europe. Contrary to previous research, we find that customer focus is at least as important in New Europe as in our Old European country, while organizational innovativeness appears more important in New Europe to drive both customer service and financial performance.

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  • Theoharakis, Vasilis & Hooley, Graham, 2008. "Customer orientation and innovativeness: Differing roles in New and Old Europe," International Journal of Research in Marketing, Elsevier, vol. 25(1), pages 69-79.
    • Handle: RePEc:eee:ijrema:v:25:y:2008:i:1:p:69-79
    DOI: 10.1016/j.ijresmar.2007.09.007
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    13. Smirnova, Maria M. & Rebiazina, Vera A. & Frösén, Johanna, 2018. "Customer orientation as a multidimensional construct: Evidence from the Russian markets," Journal of Business Research, Elsevier, vol. 86(C), pages 457-467.
    14. Faruk Bhuiyan & Kevin Baird & Rahat Munir, 2022. "The associations between management control systems, market orientation and CSR use," Journal of Management Control: Zeitschrift für Planung und Unternehmenssteuerung, Springer, vol. 33(1), pages 27-79, March.
    15. Santos-Vijande, María Leticia & del Río-Lanza, Ana Belén & Suárez-Álvarez, Leticia & Díaz-Martín, Ana María, 2013. "The brand management system and service firm competitiveness," Journal of Business Research, Elsevier, vol. 66(2), pages 148-157.
    16. Ibrahim Abosag & David Ross Brennan, 2017. "Understanding marketing innovativeness in Asia: a research agenda," Asian Business & Management, Palgrave Macmillan, vol. 16(4), pages 212-225, December.
    17. Ozkaya, H. Erkan & Droge, Cornelia & Hult, G. Tomas M. & Calantone, Roger & Ozkaya, Elif, 2015. "Market orientation, knowledge competence, and innovation," International Journal of Research in Marketing, Elsevier, vol. 32(3), pages 309-318.
    18. Anis Ben Brik & Belaid Rettab & Kamel Mellahi, 2011. "Market Orientation, Corporate Social Responsibility, and Business Performance," Journal of Business Ethics, Springer, vol. 99(3), pages 307-324, March.
    19. Liu, Zhiqiang & Huang, Yanyi & Huang, Ying & Song, Yiping Amy & Kumar, Ajay, 2022. "How does one-sided versus two-sided customer orientation affect B2B platform’s innovation: Differential effects with top management team status," Journal of Business Research, Elsevier, vol. 141(C), pages 619-632.

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