...Nelson Oly Ndubisi; Margaret Jekanyika Matanda; Nelson Oly Ndubisi Purpose In the current customer‐centred business environment, organisations are adopting market‐oriented behaviour in an effort to enhance their value creation and delivery capabilities. This study seeks to investigate whether...

... of marketing by UK high technology companies, though they are still not as market oriented as low‐tech ones. Suggests that broadly speaking results replicate earlier findings in US high technology firms, with the critical difference that the British companies rate both the possession of the latest technology...