Abstract
Marketing academics and practitioners assume a direct link between market orientation and performance. This paper discusses the concepts of market orientation and performance and identifies suitable instruments to investigate this relationship in the Australian public sector. The findings confirm a positive relationship between these two constructs. Implications are drawn and directions for future research are discussed.
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Caruana, A., Ramaseshan, B., Ewing, M.T. (2015). Market Orientation and Performance: The Australian Public Sector Experience. In: Sidin, S., Manrai, A. (eds) Proceedings of the 1997 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17320-7_153
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