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C/B/2044. Dissertation. Influence of Market Orientation on easyJet Performance

WORDS:
10000
DATE:
2009
PRICE:
109.99 GBP

The dissertation examines the market orientation (MO) of easyJet and its impact on the overall performance of the company. The review of literature touches on the theory of market orientation including MO dimensions, antecedents and outcomes for the company. The research uses the philosophy of interpretevism in the analysis of relevant secondary sources and primary data obtained from semi-structured interviews with easyJet’s marketing managers as well as a questionnaire distributed among easyJet’s employees. Conclusions are made about the importance of strategic fit between the internal resources and competencies and the requirements of macro and micro business environment of easyJet.

 

KEYWORDS: Dissertation, easyJet, Airline Industry, Market Orientation, Marketing Strategy, Alignment, No-Frills Airlines,

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I received the paper very fast and it helped me quite a lot. Thanks Patel