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Market orientation and standardization of marketing activities: a study of Mexican organizations

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dc.contributor.advisor Shimazaki, Hiroshi
dc.contributor.author Bello, Roberto
dc.contributor.author University of Lethbridge. Faculty of Arts and Science
dc.date.accessioned 2007-04-25T16:21:20Z
dc.date.available 2007-04-25T16:21:20Z
dc.date.issued 2001
dc.identifier.uri http://hdl.handle.net/10133/129
dc.description 126 leaves ; 28 cm. en
dc.description.abstract This study examines the relation between market orientation and the standardization of marketing activities (processes and programs) in a sample of Mexican organizations. The literaure of marketing orientation, although vast in analysis, has concentrated on Western countries, leaving the rest of the countries, for apparently no reason, out of its scope. The analysis of emerging countries also presents a potential opportunity for linking the international marketing debate of standardization process and programs with the market orientation literature. The dat were collected from 68 Mexican firms. The results showed a high level of market orientation and a positive correlation between market orientation and fsthe degree of marketing activities. The influence that market orientation and standardization of marketing activities have on business performance is tested. Implications of the study are discussed. en
dc.language.iso en_US en
dc.publisher Lethbridge, Alta. : University of Lethbridge, Faculty of Arts and Science, 2001 en
dc.relation.ispartofseries Thesis (University of Lethbridge. Faculty of Arts and Science) en
dc.subject Marketing -- Mexico en
dc.subject Dissertations, Academic en
dc.title Market orientation and standardization of marketing activities: a study of Mexican organizations en
dc.type Thesis en
dc.publisher.faculty Management

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