Keywords
brand value
business ethics
organizational performance.
How to Cite
Abstract
Purpose – Customer value orientation, brand value and business
ethics are critical variables to developing long-term relationships with
customers and achieve sustainable sales growth over time. This research
shows how the degree of orientation to customer value by the sales
forces, brand value and business ethical standards could significantly
influence organizational performance.
Design/methodology/approach – The study contributes to an
explanatory model through a structural equation model (SEM) and
empirical evidence of research applied to 327 executives – occupying
medium and high positions in several companies in Chile – who
manage their business globally.
Findings – The results support the hypothesis that customer value
orientation, brand value and business ethics influence organizational
performance.
Originality/value – This research shows how the degree of orientation
to customer value by the sales forces, brand value and business ethical
standards could significantly influence organizational performance in
a country like Chile.
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