Do managers at two hierarchical levels differ in how they assess their company’s market orientation?
The purpose of the presented empirical study was to examine the cultural and behavioural adoption of a market orientation as perceived by two groups of managers: general managers and marketing managers. With regard to market-oriented behaviours, a distinction is made between a responsive and a proactive market orientation. Based on a single-informant approach, comparisons between both groups of managers are made by testing invariant latent mean structures. An analysis of 363 companies from a South-east European country reveals that the general managers perceived all components of a market orientation significantly better than the marketing managers.
Volume (Year): 17 (2012)
Issue (Month): 3 ()
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