Please use this identifier to cite or link to this item: http://hdl.handle.net/10603/594748
Title: Sustainable lean marketing orientation a study across public banks private banks and post offices
Researcher: Joon, Sarika
Guide(s): Suri, Gunmala
Keywords: Lean in service Industry
Lean Marketing orientation
Structural equation modelling
Sustainable lean marketing orientation
Sustainable Management
University: Panjab University
Completed Date: 2024
Abstract: This study explores sustainable lean marketing orientation within northern India s financial services sector, focusing on public and private sector banks and post offices. It examines the relationships among sustainable lean marketing orientation, corporate reputation, sustainable competitive advantage, and performance. Utilizing a mixed methods approach grounded in dynamic capability theory, the research integrates 36 qualitative interviews with managers and quantitative analysis of data from 480 senior and middle management employees, analyzed using SPSS and Smart PLS software. The study introduces Organization Learning Capability (OLC) and Perceived Corporate Reputation (PERCREP) as novel constructs. Of the ten hypotheses tested, nine were empirically validated. The findings provide strategic insights into how sustainable lean marketing orientation impacts competitive advantage and corporate reputation, contributing valuable knowledge for decision-making within the financial services industry. newline
Pagination: xviii, 231p.
URI: http://hdl.handle.net/10603/594748
Appears in Departments:University Business School

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02_prelim pages.pdf800.65 kBAdobe PDFView/Open
03_chapter1.pdf861.71 kBAdobe PDFView/Open
04_chapter2.pdf729.71 kBAdobe PDFView/Open
05_chapter3.pdf955.41 kBAdobe PDFView/Open
06_chapter4.pdf1.87 MBAdobe PDFView/Open
07_chapter5.pdf416.89 kBAdobe PDFView/Open
08_annexures.pdf1.15 MBAdobe PDFView/Open
80_recommendation.pdf638.13 kBAdobe PDFView/Open
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