HCBE Faculty Articles
Title
Icon and Markor: Links and Performance in South African Firms
Document Type
Article
Publication Date
2008
Publication Title
Journal of Applied Management and Entrepreneurship
ISSN or ISBN
2326-3709
Volume
13
Issue/Number
1
Abstract/Excerpt
Market orientation and innovation orientation are two concepts that seem to contradict each other. Whether they intend to or not, firms adopt a strategic mode of focus, a way of directing efforts towards markets, products, both, or neither. However, little information exists on whether managers within these organizations are content with the strategic archetype they have adopted, and if not, what their preferred mode of focus would be. This paper reports the results of a study that identified the modes of focus of South African firms as perceived by senior marketing managers, and then matched these to their preferences. Limitations are identified, implications for management singled out, and avenues for future research highlighted.
NSUWorks Citation
Berthon, Jean-Paul; Pitt, Leyland; Abratt, Russell; and Nel, Deon, "Icon and Markor: Links and Performance in South African Firms" (2008). HCBE Faculty Articles. 964.
https://nsuworks.nova.edu/hcbe_facarticles/964
Comments
Citation details to be verified.