- Ege Akademik Bakış Dergisi
- Volume:10 Issue:1
- THE ROLE OF INTERPRETATION AND RECONTEXTUALIZATION IN THE ADOPTION OF MARKETING MANAGEMENT CONCEPTS:...
THE ROLE OF INTERPRETATION AND RECONTEXTUALIZATION IN THE ADOPTION OF MARKETING MANAGEMENT CONCEPTS: THE CASES OF MARKET ORIENTATION AND CRM
Authors : Ayla Özhan DEDEOĞLU
Pages : 53-70
View : 92 | Download : 13
Publication Date : 2010-02-01
Article Type : Research Paper
Abstract :This interpretive study aims to understand the adoption of marketing knowledge, market orientation (MO) and customer relationship management (CRM) particularly. By means of a series of interviews with managers and employees of third-party logistics (TPL) service providers in Turkey, it has been found that practitioners interpret, reconstruct and reconfigure management knowledge in their own contexts. The adoption process may not be as apparent and straightforward as usually thought. Operational quality and goal relevance moderated the rate of adoption. Despite the small sample size as a major limitation, this study may form the basis for an expanded research effort that is internationalKeywords :
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