O'Cass, Aron; Ngo, Liem Viet; Siahtiri, Vida - In: Journal of Business & Industrial Marketing 30 (2015) 2, pp. 194-207
Purpose – This study aims to examine how market orientation (MO), marketing resources and marketing resource deployment are related and impact business-to-business (B2B) firm- and customer-level performance. Design/methodology/approach – A self-administrated questionnaire was used to collect...