This study explores the relationship of market-oriented culture, internal marketing orientation, service climate and employees’ market-orientated behavior in the Food & Beverage industries in Taiwan, China and the United States. We employee the Hofstede’s national culture dimensions in 3 countries to see if the cultural dimensions will influence the relationships. This is one of few studies that bring together the related market orientation constructs within international culture dimensions.
Relation:
Academy of Marketing Science, World Marketing Congress, Academy of Marketing Science The 21st AMS World Marketing Congress (WMC), Universidade Lusiada-Norte , Portugal, 2018/06/28 , 11:00-12:30 Session 6.1: Services Marketing in Various Industries
