Burgess and Steenkamp [Burgess, S. M., & Steenkamp, J. (2006). Marketing renaissance: How research in emerging markets advances marketing science and practice. International Journal of Research in Marketing, 23(4), 337-356.] have pointed out that marketing knowledge derives almost exclusively from research conducted in high income, industrialized countries. However, the generalizability of marketing knowledge should also be tested in emerging markets. We demonstrate that returns on customer orientation and organizational innovativeness play out differently in New versus Old Europe. Contrary to previous research, we find that customer focus is at least as important in New Europe as in our Old European country, while organizational innovativeness appears more important in New Europe to drive both customer service and financial performance.
Bibliographical noteNOTICE: this is the author’s version of a work that was accepted for publication in International Journal of Research in Marketing. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Hooley, Graham J. and Theoharakis, Vasilis (2008). Customer orientation and innovativeness: differing roles in new and old Europe. International Journal of Research in Marketing, 25 (1), pp. 69-79. DOI 10.1016/j.ijresmar.2007.09.007
- emerging markets
- customer orientation
- organizational innovativeness
- sustainable competitive advantage