Many museums are committed to market orientation as the underlying philosophy for their strategies. This orientation has to be coordinated with a service orientation focused on quality and custody in order to fulfill the museum’s mission. In the current work, the authors analyze the different impact of market orientation and service orientation on organizational and technological innovations im...

Market orientation is widely accepted as important for company performance. However, scholarly research on market orientation has emphasised the consequences of marketorientation rather than its antecedents. With the growth of the services industry, it has been suggested that internal marketing influences market orientation, as the product received is a human performance, with the employees pla...

Although not conclusive, past empirical marketing strategy studies conducted in the United States and western European countries suggested a strong positive relationship between market orientation and a company’s performance. The objective of this study is to investigate the reliability and validity of the market orientation construct in a very different socioeconomic, cultural, and business en...

Despite the plethora of research on market orientation, our understanding of how different dimensions of market orientation interact with each other in generating new intelligence for marketing programs is limited. In this paper, we develop and test a model that examines the interaction effects of the three dimensions of market orientation—customer orientation, competitor orientation, and cross...

This study examines the export performance consequences of a market orientation and the potential moderating impact of the competitive, technological, and market environment. Market orientation was positively related to three dimensions of export performance: change in export sales, export profits, and change in export profits. The impact of market orientation on export profits and change in ex...

The authors examine the influence of a firm’s market orientation and salesperson customer orientation on buyer–seller relationships. Data from a national manufacturer’s sales force and retail trade customers were used to test the influence of sales managers’ perceptions on salesperson attitudes toward a firm’s market orientation and its salesperson customer orientation. The impact of salesperso...

Purpose – This paper aims to investigate whether it is meaningful to decompose market orientation into customer orientation and competitor orientation, and what possible implications this decomposition may have for researchers and business practitioners. Design/methodology/approach – Through a review of existing market orientation research, two of its salient dimensions, customer orientation an...

While the relationship between market orientation and performance has been examined extensively in the literature, relatively little attention has been given to the antecedents of market orientation. So the basic question of how to develop a marketdriven organisation remains to a large extent unanswered. The capabilities framework provides a useful conduit through which this issue can be approa...