Icon and markor : links and performance in South African firms

Market orientation and innovation orientation are two concepts that seem to contradict each other. Whether they intend to or not, firms adopt a strategic mode of focus, a way of directing efforts towards markets, products, both, or neither. However, little information exists on whether managers within these organizations are content with the strategic archetype they have adopted, and if not, what their preferred mode of focus would be. This paper reports the results of a study that identified the modes of focus of South African firms as perceived by senior marketing managers, and then matched these to their preferences. Limitations are identified, implications for management singled out, and avenues for future research highlighted.