Polyethnic market orientation and performance: A fast-moving consumer goods perspective
Abstract
The paper explores the market-oriented behaviour and performance consequences for firms operating in a market characterised by national heterogeneity. Through a case-study design, a posteriori propositions based on interview data from six multinational firms operating in a polyethnic market are developed. Findings indicate a positive relationship between the need for responsiveness and a market's polyethnicity with firms customising elements of...
Paper Details
Title
Polyethnic market orientation and performance: A fast-moving consumer goods perspective
Published Date
May 1, 2012
Volume
28
Issue
5-6
Pages
609 - 628
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