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Marketing Orientation: A Longitudinal Study Of Community Banks, Stephen C. Carlson, Gerald Sullivan, Susanna Warnock, Margaret Ryder
Marketing Orientation: A Longitudinal Study Of Community Banks, Stephen C. Carlson, Gerald Sullivan, Susanna Warnock, Margaret Ryder
Atlantic Marketing Journal
Marketing orientation has long been touted as a means of improved business performance and a key to success in marketing management (Kotler, Keller & Chernev, 2021). This is a longitudinal study of community banks examining marketing orientation and business performance using a survey instrument based on the work of Narver and Slater (1990) and Kohli and Jaworski (1990).
Four survey datasets cover the period preceding the Great Recession (2003-2005), the Great Recession and its fallout (2008-2010), a Post–Great Recession period (2014-2016), and the COVID-19 period (2020). Survey responses were gathered from a selected set of community bank CEOs in the …