What mediates the effects of market orientation on performance? : the case of high technology companies in South Africa

Doctoral Thesis

2009

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http://hdl.handle.net/11427/11882
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thesis_com_2009_heyns_nell_c.pdf (1.73 MB)
Authors
Heyns-Nell, Charlène
Supervisors
Burgess, Steven Michael
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University of Cape Town

Department
School of Management Studies
Faculty
Faculty of Commerce
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Abstract
Conventional market orientation philosophy holds that behavioural and philosophical/cultural aspects of marketing are fundamental to an organisation. Prior research on strategic orientation in marketing research has focused on the construct of market orientation, which has been shown to have strong positive relations on business performance. In the present research, the effects of market orientation on performance are assessed concurrently with two other types of strategic orientation: technology orientation and learning orientation. In addition, we assess the mediating properties of entrepreneurship and innovativeness on the relationship of these three types of strategic orientation on business performance.
Description

Includes abstract.


Includes bibliographical references (p. 149-222).

Keywords
Management Studies and Business Science

Reference:

Heyns-Nell, C. 2009. What mediates the effects of market orientation on performance? : the case of high technology companies in South Africa. University of Cape Town.

Collections
PhD / Doctoral