THE ROLE OF INTERPRETATION AND RECONTEXTUALIZATION IN THE ADOPTION OF MARKETING MANAGEMENT CONCEPTS: THE CASES OF MARKET ORIENTATION AND CRM

Ayla Özhan DEDEOĞLU

Makale detayları

THE ROLE OF INTERPRETATION AND RECONTEXTUALIZATION IN THE ADOPTION OF MARKETING MANAGEMENT CONCEPTS: THE CASES OF MARKET ORIENTATION AND CRM

Yazarlar:

Ayla Özhan DEDEOĞLU

Yayıncı:

Ege University

Dergi:

Ege Academic Review 2010 Vol.10 Issue 1, pp.53-70

Belge Tipi:

Makale

Yayın Tarihi:

1/2010

Belge Dili:

Türkçe

Document ID (Org No.):

2000951695

Sıklık:

Üç Aylık

pISSN:

1303-099X

Özet:

 

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 international.

Makale detayları

THE ROLE OF INTERPRETATION AND RECONTEXTUALIZATION IN THE ADOPTION OF MARKETING MANAGEMENT CONCEPTS: THE CASES OF MARKET ORIENTATION AND CRM

Yazarlar: Ayla Özhan DEDEOĞLU

Yayıncı: Ege University

Dergi: Ege Academic Review 2010 Vol.10 Issue 1, pp.53-70

Belge Tipi: Makale

Yayın Tarihi: 1/2010

Belge Dili: Türkçe

Document ID (Org No.): 2000951695

Sıklık: Üç Aylık

pISSN: 1303-099X

Sayı

Yazarlar:

Ayla Özhan DEDEOĞLU

Yayıncı:

Ege University

Dergi:

Ege Academic Review 2010 Vol.10 Issue 1, pp.53-70

Belge Tipi:

Makale

Yayın Tarihi:

1/2010

Belge Dili:

Türkçe

Document ID (Org No.):

2000951695

Sıklık:

Üç Aylık

pISSN:

1303-099X