Abstract
The research objectives were to investigate effects of perceived environmental uncertainty on South Korean apparel retailers’ market-orientation strategies (MOS) and organizational structure, along with the effects of organizational structure on MOS. These retailers were found to be implementing MOS to some extent under fairly formalized, centralized, and specialized organizational structures.
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Hwang, E.J., Norton, M.J.T. (2015). Perceived Environmental Uncertainty, Market-Orientation Strategy, and Organizational Structure in South Korean Apparel Retail Stores. In: Sharma, D. (eds) Cultural Perspectives in a Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-18696-2_55
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DOI: https://doi.org/10.1007/978-3-319-18696-2_55
Publisher Name: Springer, Cham
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