Icon and markor : links and performance in South African firms

Berthon, Jean-Paul, Pitt, Leyland, Abratt, Russell and Nel, Deon 2008, Icon and markor : links and performance in South African firms, Journal of applied management and entrepreneurship, vol. 13, no. 1, pp. 15-34.

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Title Icon and markor : links and performance in South African firms
Author(s) Berthon, Jean-Paul
Pitt, Leyland
Abratt, Russell
Nel, Deon
Journal name Journal of applied management and entrepreneurship
Volume number 13
Issue number 1
Start page 15
End page 34
Publisher Nova Southeastern University
Place of publication Fort Lauderdale, Fla.
Publication date 2008-01
ISSN 1077-1158
Summary Market orientation and innovation orientation are two concepts that seem to contradict each other. Whether they intend to or not, firms adopt a strategic mode of focus, a way of directing efforts towards markets, products, both, or neither. However, little information exists on whether managers within these organizations are content with the strategic archetype they have adopted, and if not, what their preferred mode of focus would be. This paper reports the results of a study that identified the modes of focus of South African firms as perceived by senior marketing managers, and then matched these to their preferences. Limitations are identified, implications for management singled out, and avenues for future research highlighted.
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 900199 Financial Services not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2008, Nova Southeastern University, H. Wayne Huizenga School of Business and Entrepreneurship
Persistent URL http://hdl.handle.net/10536/DRO/DU:30017341

Document type: Journal Article
Collections: Faculty of Business and Law
School of Management and Marketing
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