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Antecedents And Consequences Of Market Orientation In Australia, Sue Pulendran, Richard Speed, Rob Widing
Antecedents And Consequences Of Market Orientation In Australia, Sue Pulendran, Richard Speed, Rob Widing
Richard Speed
The subject of market orientation has been of interest to both researchers and practitioners for several years. The work of Jaworski and Kohli (1993) inspired a substantial body of literature that empirically examined the antecedents and consequences of a market orientation. This article contributes to that body of literature by investigating the antecedents and consequences of market orientation in Australia. The results successfully replicate the Jaworski and Kohli findings, within an Australian environment. Results illustrate that understanding the culture, activities and processes associated with market oriented activity have significant implications for organisations in Australia.
Determinants Of Sports Sponsorship Response, Richard Speed, Peter Thompson
Determinants Of Sports Sponsorship Response, Richard Speed, Peter Thompson
Richard Speed
Despite the growing role of sponsorship in the marketing activities of firms worldwide, academic research in this area has been limited. Adopting a classical conditioning framework, this research examines the effects of consumers’ attitudes about a sports event, their perceptions of sponsor-event fit and their attitudes about the sponsor on a multi-dimensional measure of sponsorship response. The results suggest that sponsor-event fit, perceived sincerity of the sponsor, perceived ubiquity of the sponsor and attitude towards the sponsor are key factors in generating a favorable response from sponsorship. Liking of the event and perceived status of the event have differing significance …