Market orientation, nonfinancial performance measures, and performance: evidence from Thailand / Sirilak Bangchokdee, Lokman Mia and Samkao Runglertkrengkrai

• Main Authors: Sirilak, Bangchokdee, Mia, Lokman, Samkao, Runglertkrengkrai
• Format: Article
• Language: English
• Published: Faculty of Accountancy 2013
• Subjects: Organizational effectiveness. Performance measurement; Market segmentation. Target marketing
• Online Access: https://ir.uitm.edu.my/id/eprint/12331/1/12331.pdf; https://ir.uitm.edu.my/id/eprint/12331/; https://apmaj.uitm.edu.my/

The present study sought to examine the mediating effect of managerial use of nonfinancial performance measures in the relationship between market orientation and organizational performance. Data were collected from 203 departmental managers of medium to large hotels in Thailand. Path analysis was u...