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Market orientation and organisational performance: the influence of moderators

Taghian, Mehdi and Shaw, Robin 2001, Market orientation and organisational performance: the influence of moderators, in ANZMAC 2001 : Bridging Marketing Theory and Practice, conference proceedings, Massey University, Auckland, N.Z., pp. 1-7.

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Title Market orientation and organisational performance: the influence of moderators
Author(s) Taghian, Mehdi
Shaw, Robin
Conference name Australian and New Zealand Academy of Marketing. Conference (2001: Auckland, N.Z.)
Conference location Auckland, N.Z.
Conference dates 1-5 Dec. 2001
Title of proceedings ANZMAC 2001 : Bridging Marketing Theory and Practice, conference proceedings
Editor(s) Chetty, Sylvie
Collins, Brett
Publication date 2001
Start page 1
End page 7
Publisher Massey University
Place of publication Auckland, N.Z.
Summary The concept of market orientation has received a great deal of attention from marketing scholars, indicating its conceptual and practical importance. The concept has been investigated from many perspectives and examined in many ways. The current general understanding is that market orientation, in most cases, is positively related to some measures of organisational performance and that different internal and external situations moderate this relationship. This paper aims to (1) introduce a measure of market orientation effectiveness, which represents a synthesis of the influence of different internal and external moderators on market orientation, and (2) measure the association of market orientation effectiveness with (a) a marketing performance outcome and (b) the overall organisational financial performance. The results from a survey of 216 large Australian businesses indicated that some variables (an organisation’s strategy of cost leadership, market strength, implementation effectiveness, and market volatility) have positive contributions at different degrees to market orientation effectiveness, while anticipated competitive reaction contributes negatively. Results also indicated that in the sample studied, both market orientation and market orientation effectiveness were more strongly associated with a measure of marketing performance, than with the overall financial performance, which is a function of both marketing and non-marketing initiatives.
ISBN 0473082063
9780473082062
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
ERA Research output type E Conference publication
Persistent URL http://hdl.handle.net/10536/DRO/DU:30009502

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.