Seeks to identify the top performing companies in Taiwan and examine the contribution that marketing has made to their performance. Findings of the study reveal that organizations moving from a production and selling orientation to a marketing approach will be more effective.
Lai, W.B., Huang, J.Y., Hooley, G., Lynch, J. and Yau, O. (1992), "Effective Marketing in Taiwan: Profiles of the Top Performers", European Journal of Marketing, Vol. 26 No. 3, pp. 5-17. https://doi.org/10.1108/EUM0000000000636
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