Summary:
In this present diploma thesis, we study the orientation of the Greek mobile
telecommunication companies to the market and to the principles of Marketing 3.0.
During the last decades, the scientific community has emphasized the development of
research concerning Marketing Orientation. Marketing Orientation, as it is noted in past
studies, works as a tool in order to achieve differentiation, higher productivity and
effectiveness in a company. Marketing Orientation is extremely important, especially
today, because of the rapid changes that take place in the global economic system and
particularly in the telecommunication field. These rapid changes concern issues such as
the globalization, the increase of competitiveness, the rapid evolution of technology and
social media and the reduction of the average life time of products. In our thesis, after a
short reference to the evolution of marketing orientation and marketing (from marketing
1.0 to marketing 3.0), and to the strategic importance of the above for the company, we
concentrate to the research part. Our research aims to the measurement of the Market
Orientation of the Greek mobile telecommunication companies, taking into account for
the first time criteria which represent the principles of Marketing 3.0. In order to meet
this objective, we used the already existing tools of marketing orientation measurement,
enriching them with elements of Marketing 3.0. So we created a new scale which is able
to measure what we call "Market Orientation 3.0”. Having estimated the necessary
indicators about the Greek mobile telecommunication market, we could reveal the
response of the Greek companies to the principles of Marketing 3.0 and also make
hypothesis and correlate the marketing orientation to indicators like profitability and
innovation, drawing useful conclusions
