dc.contributor.author | Lagoon, Emma | |
dc.contributor.author | Herington, Carmel | |
dc.contributor.author | Weaven, Scott | |
dc.contributor.editor | Maree Thyne, Kenneth R. Deans and Juergen Gnoth | |
dc.date.accessioned | 2017-05-03T12:55:18Z | |
dc.date.available | 2017-05-03T12:55:18Z | |
dc.date.issued | 2007 | |
dc.date.modified | 2009-10-14T22:11:17Z | |
dc.identifier.refuri | http://www.anzmac07.otago.ac.nz/ | |
dc.identifier.uri | http://hdl.handle.net/10072/18007 | |
dc.description.abstract | This 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.peerreviewed | Yes | |
dc.description.publicationstatus | Yes | |
dc.format.extent | 50855 bytes | |
dc.format.extent | 23283 bytes | |
dc.format.mimetype | application/pdf | |
dc.format.mimetype | text/plain | |
dc.language | English | |
dc.language.iso | eng | |
dc.publisher | University of Otago, School of Business | |
dc.publisher.place | Dunedin, New Zealand | |
dc.publisher.uri | https://anzmac.org/ | |
dc.relation.ispartofstudentpublication | N | |
dc.relation.ispartofconferencename | Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007 | |
dc.relation.ispartofconferencetitle | 2007 ANZMAC Conference : Conference Proceedings | |
dc.relation.ispartofdatefrom | 2007-12-03 | |
dc.relation.ispartofdateto | 2007-12-05 | |
dc.relation.ispartoflocation | University of Otago,Dunedin, New Zealand | |
dc.rights.retention | Y | |
dc.subject.fieldofresearchcode | 350204 | |
dc.title | Marketing orientation, internal marketing and discretionary: An exploration of the relationships | |
dc.type | Conference output | |
dc.type.description | E1 - Conferences | |
dc.type.code | E - Conference Publications | |
gro.faculty | Griffith 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.issued | 2007 | |
gro.hasfulltext | Full Text | |
gro.griffith.author | Weaven, Scott K. | |
gro.griffith.author | Lagoon, Emma K. | |
gro.griffith.author | Herington, Carmel A. | |