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Market orientation and organisational performance: the influence of moderators

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conference contribution
posted on 2001-01-01, 00:00 authored by Mehdi Taghian, Robin Shaw
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.

History

Event

Australian and New Zealand Academy of Marketing. Conference (2001: Auckland, N.Z.)

Pagination

1 - 7

Publisher

Massey University

Location

Auckland, N.Z.

Place of publication

Auckland, N.Z.

Start date

2001-12-01

End date

2001-12-05

ISBN-13

9780473082062

ISBN-10

0473082063

Language

eng

Publication classification

E1 Full written paper - refereed; E Conference publication

Editor/Contributor(s)

S Chetty, B Collins

Title of proceedings

ANZMAC 2001 : Bridging Marketing Theory and Practice, conference proceedings

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