Abstract
ABSTRACT This paper presents results of a study that investigated the impact of technically focused values on the market orientation of engineering service firms. Using the MARKOR scale to measure market orientation and additional measures from services marketing literature to measure technical values, we found that managers in engineering services firms in Australia with stronger technical-focused values tend to show weaker market oriented behaviors. The increasing growth potential for engineering service firms today requires them to pay more attention to their customer needs, and these firms have a need to emphasize the customer-focused values in their organizational cultures.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
