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Effects of quality management and marketing on organizational performance

Authors
Journal
Journal of Business Research
0148-2963
Publisher
Elsevier
Publication Date
Volume
58
Issue
4
Identifiers
DOI: 10.1016/j.jbusres.2003.08.001
Keywords
  • Quality
  • Marketing
  • Implementation
  • Performance
Disciplines
  • Communication

Abstract

Abstract We test the relationships among quality orientation, market orientation, and organizational performance. Quality orientation looks at the level of quality management being implemented, while market orientation examines the level of marketing being practiced. Using data from 304 organizations having operational quality management systems, we test a structural model examining the hypothesized relationships among the three constructs. The quantitative survey results are supplemented with qualitative data collected from in-depth interviews with selected respondent organizations having different levels of quality and market orientations. The findings reveal that quality orientation and market orientation are complementary and substantiate the view that quality management and marketing reinforce each other in enhancing organizational performance. Management implications for the collective implementation of quality management and marketing are discussed.

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