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What is Market Orientation in Transition Economies about?

This document discusses extending the Narver and Slater market orientation scales to early transition economies like Cuba. It proposes adding a fourth dimension of government orientation to account for the influence of government decisions on customer needs and firm success in these economies. The researchers developed an extended scale and tested it on 301 Cuban firms, finding it had a better fit than the traditional Narver and Slater scales in this economic context due to the powerful role of the governme

Author

hortalemos

Language

EN