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Customer Orientation In The Marketing Activity Of Romanian Companies

Author

Listed:
  • Andreea-Daniela, MORARU

    (Ovidius University of Constanta)

  • Cristina, DUHNEA

    (Ovidius University of Constanta)

Abstract

Market orientation is used to describe the actual implementation of the marketing concept or in other words induces the idea that organizations which are market-oriented act according to the marketing principles. The scope of this article is therefore to nvestigate and empirically assess the perceived impact of customer orientation as main component of market orientation on business performance using a sample of Romanian companies. The research results reveal the importance of this dimension and of the items used to assess customer orientation on business performance and represents a starting point for further research in the field.

Suggested Citation

  • Andreea-Daniela, MORARU & Cristina, DUHNEA, 2014. "Customer Orientation In The Marketing Activity Of Romanian Companies," Management Strategies Journal, Constantin Brancoveanu University, vol. 26(4), pages 698-703.
    • Handle: RePEc:brc:journl:v:26:y:2014:i:4:p:698-703
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    File URL: http://www.strategiimanageriale.ro/papers/140490.pdf
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    References listed on IDEAS

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    1. Liu, Sandra S. & Luo, Xueming & Shi, Yi-Zheng, 2003. "Market-oriented organizations in an emerging economy: A study of missing links," Journal of Business Research, Elsevier, vol. 56(6), pages 481-491, June.
    2. Piercy, Nigel F. & Harris, Lloyd C. & Lane, Nikala, 2002. "Market orientation and retail operatives' expectations," Journal of Business Research, Elsevier, vol. 55(4), pages 261-273, April.
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    More about this item

    Keywords

    market orientation; customer orientation; business performance; Romania;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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