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The contextual nature of the market orientation and organisational performance relationship: an Australian and New Zealand study

Adam, Stewart and Shaw, Robin 2004, The contextual nature of the market orientation and organisational performance relationship: an Australian and New Zealand study, in ANZMAC 2004 : marketing accountabilities and responsibilities, proceedings, School of Marketing and International Business, Victoria University of Wellington, Wellington, N.Z., pp. 1-8.

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Title The contextual nature of the market orientation and organisational performance relationship: an Australian and New Zealand study
Author(s) Adam, Stewart
Shaw, Robin
Conference name Australian & New Zealand Marketing Academy. Conference (2004 : Victoria University of Wellington)
Conference location Wellington, New Zealand
Conference dates 29 November-1 December 2004
Title of proceedings ANZMAC 2004 : marketing accountabilities and responsibilities, proceedings
Editor(s) Wiley, Jim
Thirkell, Peter
Publication date 2004
Start page 1
End page 8
Publisher School of Marketing and International Business, Victoria University of Wellington
Place of publication Wellington, N.Z.
Keyword(s) market orientation
organisational performance
Summary As part of a broader study of the relationship between traditional and online marketing mix elements and organisational performance, the study reported in this paper utilised structural equation modelling to examine the relationship between market orientation and organisational performance. The study found that there was an insignificant relationship between market orientation and organisational performance, thereby lending support to studies conducted in the UK, Ghana, and the US (since the studies in the US by Narver and Slater (1990)), which found that there may be a contextual nature to the relationship between the two constructs. The study, therefore, does not support Pulendran et al. (2000).
Notes Reproduced with the specific permission of the copyright owner.
ISBN 9780475122148
0475122143
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2004, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005407

Document type: Conference Paper
Collections: School of Management and Marketing
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