Introduction Over the last decade there has been a growing interest in the market orientation concept (Day, 1992; Grönroos, 1989; Webster, 1988, 1992) and its usefulness in increasing businesses’ economic performance (Jaworski and Kholi, 1993; Narver and Slater, 1990; Reukert 1992). In most studies market orientation is defined as either the adoption of a marketing concept (see Deng and Dart, 1...