外文翻译--内部营销对商业银行的市场定位的影响（节选）

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1、中文 2150 汉字， 1100 单词， 7000 英文字符 文献出处： Awwad M S, Agti D A M. The impact of internal marketing on commercial banks market orientationJ. International Journal of Bank Marketing, 2011, 29(4):308-332. 原文 The impact of internal marketing on commercial banks market orientation Awwad M S, Agti D A M Introdu

2、ction Ample research has underlined the importance of market orientation as an antecedent to improved organizational performance and profitability (e.g. Farrell et al., 2008; Gonzalez-Benito et al., 2009; Subramanian et al., 2009; Silva et al., 2009; Qu, 2009; Van Raaij and Stoelhorst, 2008), partic

3、ularly in the financial services industry (e.g. Dwairi et al., 2007). However, there is no agreement among researchers about the antecedents of market orientation. Previous studies have pointed out several antecedents of market orientation, such as; firms learning governance structures, market oppor

4、tunities and competitive intensity, human resources practices, individual-level antecedents and investment in intergenerational systems (Santos-Vijande et al., 2005; Halpern and Pagliari, 2007; Schlosser and McNaughton, 2007; Borges et al., 2008). Furthermore, most of the extant research typically s

5、tops at identifying the antecedents of market orientation, while the interactions and correlations among those antecedents are not typically studied in depth (Sivaramakrishnan et al., 2008). While market orientation plays a key role in organizational profitability, practitioners require a clear unde

6、rstanding of its antecedents in order to implement this concept (Voola et al., 2003). This paper argues that market orientation, both as a culture and a behavior, cannot be manifested without firm commitment not only by top management, but also by all employees within the organization. Caruana and Calleya (1998) have underlined that lack of commitment from employees can be harmful to an organization, resulting in poorer performance arising from inferior service offerings and higher costs.