Among many audiences there is a general sense that universitybusiness education
is failing to meet the needs of the marketplace.Moore and Diamond (1996) suggest
that the pressure to respondto the marketplace has increased in recent years
because of thelow entry barriers for new education vehicles, the high
exitbarriers for existing education institutions, and the proliferationof
alternative ways t... hiện toàn bộ
This article presents a scheme for investigating scale invariance for the market
orientation construct across different countries by examining the psychometric
properties of the operationalisation of market orientation (Narver and Slater,
1990). We investigate the measurement of market orientation in two countries
(Australia and Zimbabwe—one being an example of a developed economy, the other
of a ... hiện toàn bộ
Increasingly firms are being encouraged to move away from traditional,
transactional marketing and instead adopt a relationship marketing orientation.
Concurrently another emerging academic concept is entrepreneurial marketing.
Interest in this latter area has, in part, been stimulated by research on
marketing processes within the SME sector. It is proposed that the merger of
relationship and entr... hiện toàn bộ