Author/Authors
ÖZHAN DEDEOĞLU, Ayla Ege University - Faculty of Economics and Administrative Sciences - Department of Business Administration, Turkey
Title Of Article
THE ROLE OF INTERPRETATION AND RECONTEXTUALIZATION IN THE ADOPTION OF MARKETING MANAGEMENT CONCEPTS: THE CASES OF MARKET ORIENTATION AND CRM
شماره ركورد
44194
Abstract
This interpretive study aims to understand the adoption of marketing knowledge, market orientation (MO) and customer relationship management (CRM) particularly. By means of a series of interviews with managers and employees of third-party logistics (TPL) service providers in Turkey, it has been found that practitioners interpret, reconstruct and reconfigure management knowledge in their own contexts. The adoption process may not be as apparent and straightforward as usually thought. Operational quality and goal relevance moderated the rate of adoption. Despite the small sample size as a major limitation, this study may form the basis for an expanded research effort that is international.
From Page
53
JournalTitle
Ege Academic Review (EAR)
To Page
70
JournalTitle
Ege Academic Review (EAR)
Link To Document