Polyethnic market orientation and performance: a fast-moving consumer goods perspective

Article


Poulis, K. and Poulis, E. 2012. Polyethnic market orientation and performance: a fast-moving consumer goods perspective. Journal of Marketing Management. 28 (5-6), pp. 609-628. https://doi.org/10.1080/0267257X.2011.558380
TypeArticle
TitlePolyethnic market orientation and performance: a fast-moving consumer goods perspective
AuthorsPoulis, K. and Poulis, E.
Abstract

The paper refines market orientation, a key construct in marketing, and does so through a focus on multicultural contexts.

PublisherWestburn Publishers
JournalJournal of Marketing Management
ISSN0267-257X
Electronic1472-1376
Publication dates
Online29 Mar 2012
Print31 May 2012
Publication process dates
Deposited06 Jul 2022
Accepted01 Dec 2011
Output statusPublished
Digital Object Identifier (DOI)https://doi.org/10.1080/0267257X.2011.558380
Scopus EID2-s2.0-84860779797
LanguageEnglish
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