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Testing Interaction Effects of the Dimensions of Market Orientation on Marketing Program Creativity

Directory : Faculty : Intellectual Contributions

Intellectual Contribution by Mahmood Hussain

Contribution Title

Testing Interaction Effects of the Dimensions of Market Orientation on Marketing Program Creativity

Publication

Journal of Business Research

Co-author

second author with Subin Im and Sanjit Sengupta

Year

2007

Description

Despite the plethora of research on market orientation after the seminal works by Narver and Slater (1990) and Jaworski and Kohli (1990), our understanding of how different dimensions of market orientation interact with each other in generating new intelligence for marketing programs is limited. In this paper, we develop and test a model that examines the interaction effects of the three dimensions of market orientation

Complete Citation

"Testing Interaction Effects of the Dimensions of Market Orientation on Marketing Program Creativity", Journal of Business Research (forthcoming) (second author with Subin Im and Sanjit Sengupta).

Website

See Faculty: Mahmood Hussain

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