Includes abstract. / Includes bibliographical references (p. 149-222). / 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.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:uct/oai:localhost:11427/11882 |
| Date | January 2009 |
| Creators | Heyns-Nell, Charlène |
| Contributors | Burgess, Steven Michael |
| Publisher | University of Cape Town, Faculty of Commerce, School of Management Studies |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Doctoral Thesis, Doctoral, PhD |
| Format | application/pdf |
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