Concepedia

Strategic orientations, marketing proactivity and firm market performance

David Gotteland, James R. Shock, Shikhar Sarin

Industrial Marketing Management · 2020 · 90 citations · 65 references

Concepts

BusinessMarketingMarketing ManagementBusiness StrategyMarketing StrategyStrategic MarketingMarketing PlanningPositioning StrategyStrategic AlignmentStrategic FitStrategic PositioningStrategic ThinkingFirm Financial PerformanceFirm PerformanceMarket Orientation FitStrategic Alignment In MarketingStrategic Direction SettingStrategic Orientation

References

65

Evaluating Structural Equation Models with Unobservable Variables and Measurement Error

Claes Fornell, David F. Larcker · Journal of Marketing Research · 1981 · 67.9K citations

Social Sciences, Educational Measurement, Econometrics +15

Evaluating Structural Equation Models with Unobservable Variables and Measurement Error

Claes Fornell, David F. Larcker · Journal of Marketing Research · 1981 · 60.8K citations

Social Sciences, Educational Measurement, Econometrics +15

A Paradigm for Developing Better Measures of Marketing Constructs

Gilbert A. Churchill · Journal of Marketing Research · 1979 · 12.7K citations

Business, Marketing, Marketing Management +2

Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis

Xinshu Zhao, John Lynch, Qimei Chen · Journal of Consumer Research · 2010 · 11.7K citations · Full text

Social Sciences, Psychology, Social Psychology +9

Estimating Nonresponse Bias in Mail Surveys

J. Scott Armstrong, Terry Overton · Journal of Marketing Research · 1977 · 10K citations

Public Health, Social Psychology, Public Opinion +10