Please use this identifier to cite or link to this item: https://dspace.univ-ouargla.dz/jspui/handle/123456789/16185
Title: The cultural perspective of market orientation and its relation to the marketing performance of small and medium enterprises in Algeria
Authors: منى مسغوني
شريفة رفاع
حكيم بن جروة
Keywords: market orientation
marketing performance
small and medium enterprises
Issue Date: Dec-2017
Series/Report no.: numero 12 2017;
Abstract: This study aims to analyse the relationship between the market orientation from the cultural perspective and marketing performance for small and medium enterprises in Algeria. This is through identifying the concept of market orientation where the most important characteristics of it that help enterprises to understand, apply this concept. Moreover, to determine the relationship between market-oriented customers and competitors based on integration career and marketing performance indicators in the enterprises under study. The results of the study reveal that these enterprises apply market-orientation from a cultural perspective in relatively varying degrees. There is a difference in the extent of the dimensions of the relationship or the cultural market orientation components when taking these components individually on some marketing performance indicators, and this explains the difference in the degree of importance of each indicator of marketing performance.
Description: Algerian business performance review
URI: http://dspace.univ-ouargla.dz/jspui/handle/123456789/16185
ISSN: 1938-2170
Appears in Collections:numéro 12 2017 V6 n2

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