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dc.contributor.authorLagoon, Emmaen_US
dc.contributor.authorHerington, Carmelen_US
dc.contributor.authorWeaven, Scotten_US
dc.contributor.editorMaree Thyne, Kenneth R. Deans and Juergen Gnothen_US
dc.date.accessioned2017-05-03T12:55:18Z
dc.date.available2017-05-03T12:55:18Z
dc.date.issued2007en_US
dc.date.modified2009-10-14T22:11:17Z
dc.identifier.refurihttp://www.anzmac07.otago.ac.nz/en_AU
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.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.format.extent50855 bytes
dc.format.extent23283 bytes
dc.format.mimetypeapplication/pdf
dc.format.mimetypetext/plain
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherUniversity of Otago, School of Businessen_US
dc.publisher.placeDunedin, New Zealanden_US
dc.publisher.urihttp://www.anzmac.org/conference_archive/2007/papers/Lagoon_1.pdfen_US
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofconferencenameAustralian and New Zealand Marketing Academy (ANZMAC) Conference 2007en_US
dc.relation.ispartofconferencetitle2007 ANZMAC Conference : Conference Proceedingsen_US
dc.relation.ispartofdatefrom2007-12-03en_US
dc.relation.ispartofdateto2007-12-05en_US
dc.relation.ispartoflocationUniversity of Otago,Dunedin, New Zealanden_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchcode350204en_US
dc.titleMarketing orientation, internal marketing and discretionary: An exploration of the relationshipsen_US
dc.typeConference outputen_US
dc.type.descriptionE1 - Conference Publications (HERDC)en_US
dc.type.codeE - Conference Publicationsen_US
gro.facultyGriffith Business School, Department of Marketingen_US
gro.rights.copyrightCopyright remains with the authors 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.en_AU
gro.date.issued2007
gro.hasfulltextFull Text


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

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