By Raji Srinivasan, Leigh McAlister
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Additional resources for 2011 AMA Winter Educators’ Conference: Marketing Theory and Applications
Despite the ubiquity of such question banks only two previous similar analyses are known to the author. Assessment of the HMB test item bank, of course, should be of interest to adopters of that text. Also, though, the assessment may provide encouragement of and a pro forma for similar assessments of other question banks and a contribution toward establishing norms for such banks. Multiple-choice questions are classified by HMB on the single dimension of question difficulty: easy, moderate, and hard.
In doing so, we conducted (1) a literature review to identify the motives driving organic food choice. , Essoussi and Zahaf 2008; Padel and Foster 2005). , Magnusson et al. 2001; Tagbata and Sirieix 2008). , Honkanen, Verplanken, and Olsen 2006; Tsakiridou et al. 2008). , Essoussi and Zahaf 2008; Soler, Gil, and Sanchez 2002). In addition, we conducted in-depth interviews with consumers. As a result, the main reasons for buying organic food may be identified as: American Marketing Association / Winter 2011 Organic food is considered to be healthier; organic farming is believed to be kinder to the environment; no chemicals are used (consumers are concerned about the issues of residues in their foods); and organic foods are perceived as tasting better compared to conventional foods.
The structural results are consistent with the correlational results. Market orientation enhances firm performance directly, as well as indirectly through radical innovation. Radical 11 innovation has a greater mediating impact than incremental innovation on the market orientation-performance relationship. This study extends several meta-analyses in the area of market orientation by providing a deeper understanding of the mechanism by which market orientation leads to firm performance. Overall, our results underscore the mediating role of radical innovation.
2011 AMA Winter Educators’ Conference: Marketing Theory and Applications by Raji Srinivasan, Leigh McAlister