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Marketing concept manifestations in Fiji enterprises: confirming the link to organizational competitiveness

Neill, S. and Pathak, Raghuvar D. and Reddy, Narendra (2009) Marketing concept manifestations in Fiji enterprises: confirming the link to organizational competitiveness. Journal of Global Marketing, 22 (1). pp. 43-52. ISSN 0891-1762

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Abstract

This paper proposes an integrative view of the marketing concept (i.e., the ability to understand and satisfy customers) and examines its prevalence and effect on competitiveness in organizations operating in an isolated and less economically developed country. The marketing concept manifests as marketing expertise, market orientation, and externally directed organizational values. Based on a sample of 86 firms operating in Fiji, the results indicate that these three mechanisms promote organizational competitiveness, thus supporting the universality of the marketing concept. These findings confirm the important role of the marketing concept in the competitiveness of firms in a less developed economy.

Item Type: Journal Article
Subjects: H Social Sciences > HF Commerce
Divisions: Faculty of Business and Economics (FBE) > Graduate School of Business
Faculty of Business and Economics (FBE) > School of Management and Public Administration
Depositing User: Ms Neha Harakh
Date Deposited: 27 May 2009 12:01
Last Modified: 16 Jul 2012 17:33
URI: http://repository.usp.ac.fj/id/eprint/1107
UNSPECIFIED

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