IDEAS home Printed from https://ideas.repec.org/a/brc/journl/v26y2014i4p698-703.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: http://www.strategiimanageriale.ro/papers/140490.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Constantin Ilie & Catalin Ploae & Lucia Violeta Melnic & Mirela Rodica Cotrumba & Andrei Marian Gurau & Coman Alexandra, 2019. "Sustainability through the Use of Modern Simulation Methods—Applied Artificial Intelligence," Sustainability, MDPI, vol. 11(8), pages 1-19, April.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Haugland, Sven A. & Myrtveit, Ingunn & Nygaard, Arne, 2007. "Market orientation and performance in the service industry: A data envelopment analysis," Journal of Business Research, Elsevier, vol. 60(11), pages 1191-1197, November.
    2. Ana Isabel Polo-Peña & Dolores Maria Frías-Jamilena & Miguel Ángel Rodríguez-Molina, 2012. "Marketing practices in the Spanish rural tourism sector and their contribution to business outcomes," Entrepreneurship & Regional Development, Taylor & Francis Journals, vol. 24(7-8), pages 503-521, September.
    3. Canfei He & Jiangyong Lu & Haifeng Qian, 2019. "Entrepreneurship in China," Small Business Economics, Springer, vol. 52(3), pages 563-572, March.
    4. Gurjeet Kaur & Shruti Gupta, 2012. "Business Orientation of Indian Consumer Banking," Global Business Review, International Management Institute, vol. 13(3), pages 481-507, October.
    5. Yang Chen & Guiyao Tang & Jiafei Jin & Ji Li & Pascal Paillé, 2015. "Linking Market Orientation and Environmental Performance: The Influence of Environmental Strategy, Employee’s Environmental Involvement, and Environmental Product Quality," Journal of Business Ethics, Springer, vol. 127(2), pages 479-500, March.
    6. Najafi-Tavani, Zhaleh & Mousavi, Sahar & Zaefarian, Ghasem & Naudé, Peter, 2020. "Relationship learning and international customer involvement in new product design: The moderating roles of customer dependence and cultural distance," Journal of Business Research, Elsevier, vol. 120(C), pages 42-58.
    7. Deutscher, Franziska & Zapkau, Florian B. & Schwens, Christian & Baum, Matthias & Kabst, Ruediger, 2016. "Strategic orientations and performance: A configurational perspective," Journal of Business Research, Elsevier, vol. 69(2), pages 849-861.
    8. Cenjie Liu & Yong Jiang, 2025. "When China’s environmental governance encounters marketization of economy: Good or bad?," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 27(3), pages 6971-6996, March.
    9. Elg, Ulf, 2005. "A study of inter-firm market orientation dimensions in Swedish, British and Italian supplier-retailer relationships," Working Paper Series 2005/6, Lund University, Institute of Economic Research.
    10. Ravindra Jain & Cherry Jain & Prachi Jain, 2013. "Integrated Framework of Antecedents and Effects of Market Orientation," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 38(4), pages 425-445, November.
    11. Milfelner Borut & Dlačić Jasmina & Snoj Boris & Selinšek Aleksandra, 2019. "Importance of Innovation Resources for Market Orientation – Financial Performance Link: Mediating Role of Proactive Market Orientation," Naše gospodarstvo/Our economy, Sciendo, vol. 65(4), pages 1-13, December.
    12. Harrison, Robert L., 2013. "Using mixed methods designs in the Journal of Business Research, 1990–2010," Journal of Business Research, Elsevier, vol. 66(11), pages 2153-2162.
    13. Udegbe Scholastica E. & Udegbe Maurice I., 2013. "The Relationship between Market Orientation Firm, Innovativeness and Business Performance of Companies in Nigeria," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 3(11), pages 2350-2362, November.
    14. Nedeljković Ivana & Zlatanović Dejana & Marinković Veljko, 2022. "Effects of Customer Relationship Management on Organizational Performance," Economic Themes, Sciendo, vol. 60(2), pages 237-258, June.
    15. Guo, Chiquan, 2004. "Marketing research: Cui bono?," Business Horizons, Elsevier, vol. 47(5), pages 33-38.
    16. Yongbin Zhao & Yuan Li & Soo Hoon Lee & Long Bo Chen, 2011. "Entrepreneurial Orientation, Organizational Learning, and Performance: Evidence from China," Entrepreneurship Theory and Practice, , vol. 35(2), pages 293-317, March.
    17. Safal Batra & Sunil Sharma & Mukund R. Dixit & Neharika Vohra, 2015. "Strategic Orientations and Innovation in Resource-constrained SMEs of an Emerging Economy," Journal of Entrepreneurship and Innovation in Emerging Economies, Entrepreneurship Development Institute of India, vol. 24(1), pages 17-36, March.
    18. Reed, Kendra & Goolsby, Jerry R. & Johnston, Michelle K., 2016. "Listening in and out: Listening to customers and employees to strengthen an integrated market-oriented system," Journal of Business Research, Elsevier, vol. 69(9), pages 3591-3599.
    19. Lascu, Dana-Nicoleta & Manrai, Lalita A. & Manrai, Ajay K. & Kleczek, Ryszard, 2006. "Interfunctional dynamics and firm performance: A comparison between firms in Poland and the United States," International Business Review, Elsevier, vol. 15(6), pages 641-659, December.
    20. Abdul Alem Mohammed & Basri bin Rashid, 2012. "Customer Relationship Management (CRM) in Hotel Industry: A framework Proposal on the Relationship among CRM Dimensions, Marketing Capabilities and Hotel Performance," International Review of Management and Marketing, Econjournals, vol. 2(4), pages 220-230.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    JEL classification:

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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:brc:journl:v:26:y:2014:i:4:p:698-703. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dan MICUDA (email available below). General contact details of provider: http://www.univcb.ro/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.