The effects of national culture on market orientation: conceptual framework and research propositions

Article Type: Abstracts From: Strategic Direction, Volume 26, Issue 1

Kirca A.H., Cavusgil S.T., Hult G.T.M.International Business Review (UK)April 2009Vol. 18 No. 2Start page: 111No. of pages: 8

Purpose – to investigate the role of national cultural values in shaping an organization’s market orientation through its organizational culture. Design/methodology/approach – draws on the associated market orientation literature to develop a conceptual framework of the effect of the national cultural values of conservatism, autonomy, hierarchy, egalitarianism and mastery on the internalization of market orientation, and consequently, the implementation of market orientation.Article type: Research paperISSN: 0969-5931Reference: 38AR722

Keywords: International marketing, Market orientation,Marketing strategy, National cultures