Market-driven versus driving markets

Article Abstract:

Issues discussed concern the market-driven and driving-markets approach to corporate market orientation, focusing on the structures of businesses that make them influences on the market or reactive to the market. An analysis of market behavior modification is presented, and includes changing the dynamics of competition in the market.

Models, Competition (Economics), Marketing models

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Instituting the marketing concept in a multinational setting: the role of national culture

Article Abstract:

An article on adapting an organization's marketing orientation, the promotion of customer satisfaction by understanding consumers, in a multinational setting is presented. International marketers must understand how cultural values affect interpretation and thus the adoption and implementation of marketing strategies.

Marketing, Economic aspects, International business enterprises, Multinational corporations, Culture

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Heterogeneity in sales districts: beyond individual-level predictors of satisfaction and performance

Article Abstract:

Research into heterogeneous sales forces working out of the same office that draws on theories of social psychology is presented. Research results indicate 25% of the total variance in the model can be attributed to heterogeneity.

Sales Management

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