The role of B2B marketing strategy, ICT B2B marketing support, and service quality in market orientation – Performance relationship: evidence from three European countries

The purpose of this study is to evaluate the role marketing strategy, information communication technology (ICT) support, and service quality in market orientation–performance relationship. Even though there are many studies considering relationship they rarely take into consideration ICT support especially concerning companies operating B2B markets. Additionally, compares impacts constructs between two emerging economies (Slovenia Serbia) one developed economy (Austria) on a random sample 636 companies. Results were obtained based set hypotheses using covariance-based structural equation modeling (SEM) invariance testing procedure make comparisons three countries. Market orientation strongly influenced successful development implementation strategies, quality. impact company performance was statistically insignificant only indirect through determined. strategy also positively related performance. This can help managers markets learn how use specific resources order achieve higher