Malte Brettel, Andreas Engelen, Florian Heinemann, Pakpachong Vadhanasindhu, (2008). Antecedents of Market Orientation: A Cross-Cultural Comparison. Journal of International Marketing: Vol. 16, No. 2, pp. 84-119.
doi: 10.1509/jimk.16.2.84

Antecedents of Market Orientation: A Cross-Cultural Comparison

Malte Brettel, 1

1Professor, Center for Entrepreneurship, Aachen University.


Andreas Engelen, 2

2External researcher, Center for Entrepreneurship, Aachen University.


Florian Heinemann, 3

3Assistant professor, Center for Entrepreneurship, Aachen University.


Pakpachong Vadhanasindhu4

4Associate professor, Faculty of Commerce and Accountancy, Chulalongkorn University, Bangkok, Thailand.




Abstract

The authors examine the effect of national culture on the relationship between market orientation and selected managerial antecedents. They develop and test a theoretical framework with samples from Germany, Thailand, and Indonesia. The findings suggest that national culture has an impact on the effects of antecedents in some cases, whereas in other situations, culture-independent relationships emerge.

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