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Article
Marketing Concept Manifestations in Fiji Enterprises: Confirming the Link to Organizational Competitiveness
Journal of Global Marketing
  • Stern Neill, California Polytechnic State University - San Luis Obispo
  • Raghuvar Dutt Pathak, University of the South Pacific - Fiji
  • Narendra Reddy, University of the South Pacific - Fiji
Publication Date
1-1-2009
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 competitiveness, thus supporting the universality of the marketing concept. These findings confirm the important role of the marketing concept in the competitiveness of firms in a less developed economy.

Disciplines
Publisher statement
This is an electronic version of an article published in Journal of Global Marketing.
Citation Information
Stern Neill, Raghuvar Dutt Pathak and Narendra Reddy. "Marketing Concept Manifestations in Fiji Enterprises: Confirming the Link to Organizational Competitiveness" Journal of Global Marketing Vol. 22 Iss. 1 (2009) p. 43 - 52
Available at: http://works.bepress.com/sneill/12/