Internal and external market orientation as organizational resources - consequences for market and financial performance

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Boris Snoj; Vladimir Gabrijan; Borut Milfelner;
(2010)
  • Publisher: Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)
  • Journal: Tržište (issn: 0353-4790)
  • Publisher copyright policies & self-archiving
  • Subject: internal market orientation | external market orientation | marketing resources | market performance | financial performance | Marketing. Distribution of products | HF5410-5417.5

The concept of internal marketing has been discussed in marketing literature for over 30 years. Despite this fact there is little theoretical and empirical evidence of the way in which the internal market orientation impacts market and financial performance. On the othe... View more
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