I am looking for supporting studies discussing literature limitations on the relationships between digital capabilities, market orientation, brand perception and business performance.
Also, a recent meta-analysis study on market orientation will be helpful.
Joensuu-Salo, S., Sorama, K., Viljamaa, A., & Varamäki, E. (2018). Firm performance among internationalized SMEs: The interplay of market orientation, marketing capability and digitalization. Administrative sciences, 8(3), 31.
Bouwman, H., Nikou, S., Molina-Castillo, F. J., & de Reuver, M. (2018). The impact of digitalization on business models. Digital Policy, Regulation and Governance.
I think the following paper would help you in this regard:
The effect of strategic orientations on business performance in SMEs
T Laukkanen, G Nagy, S Hirvonen… - International Marketing …, 2013 - emerald.com
Ahmed Abdel Alim
Empirical studies that I know of, have looked at:-
Han, J., Kim, N., & Srivastava, R. (1998). Market Orientation and Organizational Performance: Is Innovation a Missing Link? Journal of Marketing, 62(4), 30-45. doi:10.2307/1252285
Radoslaw Nowak Kheepe Lawrence Moremi Dr-Ahmed M. Al-Baidhani د. احمد البيضاني thank you for the suggestions
- Badges
- Science topic
- Similar topics
- Econ
- Business Economics
- Business