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Addresses two important and interrelated questions: (1) Do firms showing an identifiable set of organizational cultural values demonstrate superior strategic marketing effectiveness? (2) What effect does strategic marketing effectiveness have on business performance? The findings from 388 service firms located in Hong Kong suggest that organizational cultural values are related to dimensions of strategic marketing effectiveness. Furthermore, the findings suggest that dimensions of strategic marketing are related to profitability but not to market share. Finally, the findings further show that organizational cultural values affect both directly and indirectly the performance of the company through its impact on marketing effectiveness.
Sin et al. (Sat,) studied this question.