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Polyethnic market orientation and performance: A fast-moving consumer goods perspective

Poulis, Konstantinos and Poulis, Efthimios (2012) 'Polyethnic market orientation and performance: A fast-moving consumer goods perspective.' Journal of Marketing Management, 28 (5-6). pp. 609-628. ISSN 0267-257X

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Abstract

The paper explores the market-oriented behaviour and performance consequences for firms operating in a market characterised by national heterogeneity. Through a case-study design, a posteriori propositions based on interview data from six multinational firms operating in a polyethnic market are developed. Findings indicate a positive relationship between the need for responsiveness and a market's polyethnicity with firms customising elements of their product strategy to ethnic segments or European consumers at large. Moreover, findings indicate that market-oriented firms that customise their product strategies to the cultural idiosyncrasies of the Greek market enjoy the highest market share among foreign consumers. As a result, the paper opens up a discussion on the performance implications of adopting a market-oriented approach in polyethnic markets, which are, increasingly, a feature of our globalised world.

Item Type: Article
Uncontrolled Keywords: market orientation; performance; polyethnic markets; Greece; fast-moving consumer goods firms
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor
Divisions: Faculty of Social Sciences > Essex Business School
Depositing User: Jim Jamieson
Date Deposited: 26 Nov 2012 14:33
Last Modified: 26 Nov 2012 14:33
URI: http://repository.essex.ac.uk/id/eprint/4359

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