Please use this identifier to cite or link to this item: https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/7900
Title: FIT Between Market Orientation and Board Structure as A Contingency Requirement for Superior Firm Performance
Authors: Bongjin Kim,
Lawrence F. Feick
Issue Date: 1999
Publisher: American Marketing Association
Abstract: Research into the effects of market orientation on firm performance has produced mixed results. Prior research in marketing has paid little attention to a legitimate governance issue such as "what is an optimal board structure to enhance the market orientation behavior of firms." We develop a contingency model that attempts to explain the mixed findings. We propose that fit between market orientation and board structure produces superior performance in market-oriented firms.
URI: http://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/7900
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