...Birgit Leisen; Bryan Lilly; Robert D. Winsor Recent research illuminates the important contribution of organizational culture and market orientation to organizational effectiveness. In an attempt to increase the conceptual and empirical body of knowledge, explores the links between organizational...

...Cynthia Webster Examines the importance of the marketing culture of a service firm by pinpointing the strength of its association with marketing effectiveness. First, collects data to validate and purify a measure of marketing effectiveness. Second, undertakes a procedure to discover the nature...

..., a balanced information system is critical. The long run survival of a service business depends on the appropriate balance between internal information (efficiency) and external information(effectiveness). Both internal information (efficiency) and external information (effectiveness) must be used...

...Nancy Stephens; William T. Faranda Tests the effectiveness of three different types of service company employees as advertising spokespersons in an experiment involving print advertisements for a bank and a hotel. Reveals that front‐office employees functioned best as print advertising...