Nuevo chat
Historial de búsqueda
Investigación académicaBúsqueda de artículosBibliotecaChats recientes
Market orientation, marketing capabilities, and firm performance
Market orientation, marketing capabilities, and firm performance
Neil A. Morgan,Douglas W. Vorhies,Charlotte H. Mason
2009 · DOI: 10.1002/SMJ.764
1,502 citas
TLDR
It is found that market orientation has a direct effect on firms' return on assets (ROA), and that marketing capabilities directly impact both ROA and perceived firm performance.