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
Full text not available from this repository.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 00:01 |
| Last Modified: | 16 Jul 2012 05:33 |
| URI: | https://repository.usp.ac.fj/id/eprint/1107 |
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