What mediates the effects of market orientation on performance? : the case of high technology companies in South Africa

Conventional market orientation philosophy holds that behavioural and philosophical/cultural aspects of marketing are fundamental to an organisation. Prior research on strategic orientation in marketing research has focused on the construct of market orientation, which has been shown to have strong positive relations on business performance. In the present research, the effects of market orientation on performance are assessed concurrently with two other types of strategic orientation: technology orientation and learning orientation. In addition, we assess the mediating properties of entrepreneurship and innovativeness on the relationship of these three types of strategic orientation on business performance.

Grantor dc:publisher.institution

School of Management Studies

Year dc:date.issued

2009

Author dc:creator

• Heyns-Nell, Charlène

Advisor dc:contributor.advisor

• Burgess, Steven Michael

Language dc:language.iso

eng

Handle dc:identifier.uri

http://hdl.handle.net/11427/11882

OAI identifier oai:identifier

oai:open.uct.ac.za:11427/11882