Abstract
Market orientation contnbutes to organizational performance but what are the antecedents to superior market orientation. This paper empirically tests and establishes the relationship between internal customer orientation and market orientation. The paper informs on the antecedents to internal customer orientation and market orientation.
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© 2015 Academy of Marketing Science
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Conduit, J., Mavondo, F.T. (2015). Internal Customer Orientation: Antecedents and Consequences. In: Ford, J., Honeycutt, Jr., E. (eds) Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13084-2_51
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DOI: https://doi.org/10.1007/978-3-319-13084-2_51
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-13083-5
Online ISBN: 978-3-319-13084-2
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