Organizational size and culture: The effect on the implementation of the marketing concept

by Iweka, Hector N., Ph.D., CAPELLA UNIVERSITY, 2007, 89 pages; 3274576

Abstract:

The marketing concept through market orientation provides an organization with a better understanding of its customers, competitors and business practices. While researchers have explored the relationship between market orientation and business performance in a variety of organizations, little research has been conducted on small and medium sized organizations from the Nigerian perspective. The focus of this study was to explore the marketing concept in small/medium-sized organizations in Nigeria. This study examined the levels of market orientation in relation to organizational size and culture. The study built on the theory of Kohli & Jaworski to investigate the roles played by organizational size and culture in the implementation of the marketing concept. Data for this study were collected through a self-administered mail survey method from 250 small/medium-sized organizations in Nigeria.

AdviserRichard D. Murphy
SchoolCAPELLA UNIVERSITY
Source TypeDissertation
SubjectsMarketing; Management
Publication Number3274576

About ProQuest Dissertations & Theses
With nearly 4 million records, the ProQuest Dissertations & Theses (PQDT) Global database is the most comprehensive collection of dissertations and theses in the world. It is the database of record for graduate research.

PQDT Global combines content from a range of the world's premier universities - from the Ivy League to the Russell Group. Of the nearly 4 million graduate works included in the database, ProQuest offers more than 2.5 million in full text formats. Of those, over 1.7 million are available in PDF format. More than 90,000 dissertations and theses are added to the database each year.

If you have questions, please feel free to visit the ProQuest Web site - http://www.proquest.com - or contact ProQuest Support.