2009
DOI: 10.1080/08911760802511386
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Marketing Concept Manifestations in Fiji Enterprises: Confirming the Link to Organizational Competitiveness

Abstract: ABSTRACT. This paper proposes an integrative view of the marketing concept (i.e., the ability to understand and satisfy customers) and examines its prevalence and effect on competitiveness in organizations operating in an isolated and less economically developed country. The marketing concept manifests as marketing expertise, market orientation, and externally directed organizational values. Based on a sample of 86 firms operating in Fiji, the results indicate that these three mechanisms promote organizational… Show more

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Cited by 3 publications
(1 citation statement)
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“…South Pacific Island countries confront acute economic challenges given their small size, limited natural resources, narrowly-based economies, large distances to major markets, and vulnerability to exogenous shocks (World Bank, 2012). The national culture of Fiji and Tonga would best be described as both hierarchal (ascribed roles that reinforce unequal distribution of power and resources) and embedded (reinforcement of the status quo and restraint of action that might disrupt solidarity and order) (Schwartz, 2004), which translates into firms that are comparably low in entrepreneurial values (Neill, Pathak, & Reddy, 2009). Understanding managerial self-regulation and how it affects business growth and success is important to the stability of these vulnerable economies and thus, this study considers this contextual frame as important to understanding the results of our study.…”
Section: Methodsmentioning
confidence: 99%
“…South Pacific Island countries confront acute economic challenges given their small size, limited natural resources, narrowly-based economies, large distances to major markets, and vulnerability to exogenous shocks (World Bank, 2012). The national culture of Fiji and Tonga would best be described as both hierarchal (ascribed roles that reinforce unequal distribution of power and resources) and embedded (reinforcement of the status quo and restraint of action that might disrupt solidarity and order) (Schwartz, 2004), which translates into firms that are comparably low in entrepreneurial values (Neill, Pathak, & Reddy, 2009). Understanding managerial self-regulation and how it affects business growth and success is important to the stability of these vulnerable economies and thus, this study considers this contextual frame as important to understanding the results of our study.…”
Section: Methodsmentioning
confidence: 99%