Moderating effect of adaptability on the relationship between two forms of market orientation and performance
Tags: MARKET orientation; MARKETING strategy; PRODUCT orientation; SMALL business; STRATEGIC planning
Related Articles
- The Effect of Learning Orientation on Market Orientation and Performance in Small-sized Firms: Evidence from Iran. Nikoomaram, Hashem; Ma'atoofi, Ali Reza // European Journal of Social Sciences;Jan2011, Vol. 18 Issue 4, p632
In the world where the only thing one can trust in is lack of confidence, for organization to this wavy environment, they need market orientation, which by itself has a central role in moving toward the comparative advantage and supreme performance. Although many researches have in the past been...
- THE EFFECT OF PRODUCT ADAPTAT ION AND MARKET ORIENTAT ION ON EXPORT PERFORMANCE: A SURVEY OF THAI MANAGERS. Tantong, Phattarawan; Karande, Kiran; Nair, Anil; Singhapakdi, Anusorn // Journal of Marketing Theory & Practice;Spring2010, Vol. 18 Issue 2, p155
This paper investigates the effect of product adaptation on performance of exporters in Thailand. It focuses on an issue that has not been addressed in past research: Does market orientation moderate the relationship between product adaptation strategy and performance? Results indicate that...
- The Effect of Market Orientation, Learning Orientation and Innovativeness on Firm Performance: A Research from Turkish Logistics Sector. Eris, Engin Deniz; Ozmen, Omur Neczan Timurcanday // International Journal of Economic Sciences & Applied Research;Apr2012, Vol. 5 Issue 1, p77
As it is emphasized in marketing, management, and strategic management literature, " market orientation", "learning orientation", and "innovativeness" are regarded together as having a significant impact on a firm's performance. The objective of this study is to find out the interrelationships...
- CONFRONTANDO A PERCEP��O DE ORIENTA��O PARA O MERCADO DAS EMPRESAS COM A PERCEP��O DOS CONSUMIDORES. de Rezende Pinto, Marcelo; da Silveira Santos, Leonardo Lemos; Alves, Ricardo C�sar // Revista Pretexto;jan-mar2012, Vol. 13 Issue 1, p10
Despite the emergence of the concept of market orientation that has propelled the company to the speech of adopting an attitude of full attention to the "market", you can find, increasingly, research focusing on consumer dissatisfaction. Thus, this paper presents results derived from a survey...
- To Serve or Create? STRATEGIC ORIENTATIONS TOWARD CUSTOMERS AND INNOVATION. Berthon, Pierre; Hulbert, James M.; Pitt, Leyland F. // California Management Review;Fall99, Vol. 42 Issue 1, p37
This article reviews a central tension in management-the relationship between customers and innovation. It explores the contrast between serving and creating customers and examines the sometimes/uneasy relationship between an innovation orientation and a customer orientation/From this...
- The Effects of Strategy Type on the Market Orientation--Performance Relationship. Matsuno, Ken; Mentzer, John T. // Journal of Marketing;Oct2000, Vol. 64 Issue 4, p1
Prior research has been equivocal on the role that competitive environment plays in moderating the relationship between market orientation and a firm's business performance, even though such a moderating effect is conceptually quite plausible (Slater and Narver 1994). In this article, the...
- Market-Focused Strategic Flexibility: Conceptual Advances and an Integrative Model. Johnson, Jean L.; Lee, Ruby Pui-Wan; Saini, Amit; Grohmann, Bianca // Journal of the Academy of Marketing Science;Winter2003, Vol. 31 Issue 1, p74
This article develops the concept of market-focused strategic flexibility. It begins with a review of the historical perspectives of strategic flexibility. To support the conceptualization, the authors offer a theoretical schema that considers market-focused strategic flexibility as conceptually...
- Market Orientation and Alternative Strategic Orientations: A Longitudinal Assessment of Performance Implications. Noble, Charles H.; Sinha, Rajiv K.; Kumar, Ajith // Journal of Marketing;Oct2002, Vol. 66 Issue 4, p25
Although the merits of maintaining a market orientation have been extensively discussed in the literature, studies examining the empirical link between market orientation and performance have shown mixed results. The authors explore the relative performance effects of various dimensions of...
- Art for Art's Sake or Art for Business Sake: An exploration of artistic product orientation. Fillis, Ian // Marketing Review;Spring2006, Vol. 6 Issue 1, p29
Market orientation has received a large amount of attention in the marketing literature but product centred marketing has largely been ignored. Many studies have found that market orientation is positively linked with improved performance but others have shown that the relationship is tentative...
