The Impact of Marketing Performances on Organizational Performances in the Context of Romanian Supply Chains
The Impact of Marketing Performances on Organizational Performances in the Context of Romanian Supply Chains

Summary/Abstract: In order to achieve the desired performances and the increased value added to the final consumer, organizations need not only to integrate their core businesses and align them to business strategy but also to embrace the marketing philosophy. After presenting the main issues in operationalizing the marketing performances, we propose an empirical research using a working dataset of 64 firms from various industries to analyze the relationship between marketing and organizational performances. The research methodology employed is based on structural equations modeling. Results document that marketing orientation influences organizational performances in the framework of the supply chain management strategic approach to organizational performances.

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