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dc.contributor.authorLagoon, Emma
dc.contributor.authorHerington, Carmel
dc.contributor.authorWeaven, Scott
dc.contributor.editorMaree Thyne, Kenneth R. Deans and Juergen Gnoth
dc.date.accessioned2017-05-03T12:55:18Z
dc.date.available2017-05-03T12:55:18Z
dc.date.issued2007
dc.date.modified2009-10-14T22:11:17Z
dc.identifier.refurihttp://www.anzmac07.otago.ac.nz/
dc.identifier.urihttp://hdl.handle.net/10072/18007
dc.description.abstractThis paper details research exploring relationships between marketing orientation, internal marketing and discretionary effort. We propose that in order for firms to undertake successful marketing activities in dynamic business environments, employees must be willing to offer the required effort to adapt quickly and effortlessly to external environmental change. Further, we propose that internal marketing will assist in encouraging discretionary effort and this will be fostered by a marketing orientation within the context of the organisation's culture. A self-complete questionnaire was used to collect data from 213 respondents. Results support the proposed relationships amongst the variables of marketing orientation, internal marketing and discretionary effort. An important implication for management is that customer culture and internal marketing are valuable (and inter-related) antecedents to a firm's competitive advantage.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.format.extent50855 bytes
dc.format.extent23283 bytes
dc.format.mimetypeapplication/pdf
dc.format.mimetypetext/plain
dc.languageEnglish
dc.language.isoeng
dc.publisherUniversity of Otago, School of Business
dc.publisher.placeDunedin, New Zealand
dc.publisher.urihttps://anzmac.org/
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofconferencenameAustralian and New Zealand Marketing Academy (ANZMAC) Conference 2007
dc.relation.ispartofconferencetitle2007 ANZMAC Conference : Conference Proceedings
dc.relation.ispartofdatefrom2007-12-03
dc.relation.ispartofdateto2007-12-05
dc.relation.ispartoflocationUniversity of Otago,Dunedin, New Zealand
dc.rights.retentionY
dc.subject.fieldofresearchcode350204
dc.titleMarketing orientation, internal marketing and discretionary: An exploration of the relationships
dc.typeConference output
dc.type.descriptionE1 - Conferences
dc.type.codeE - Conference Publications
gro.facultyGriffith Business School, Department of Marketing
gro.rights.copyright© The Author(s) 2007 The attached file is reproduced here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.
gro.date.issued2007
gro.hasfulltextFull Text
gro.griffith.authorWeaven, Scott K.
gro.griffith.authorLagoon, Emma K.
gro.griffith.authorHerington, Carmel A.


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  • Conference outputs
    Contains papers delivered by Griffith authors at national and international conferences.

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