today, market orientation plays a vital role in determining customers’ needs and success of organizations. market orientation has also influenced various organizations’ measures including innovation. therefore the aim of this research is to study the role of market orientation in innovation of bodybuilding clubs of golestan province. the population of this study comprised all 170 managers of bo...

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...

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...

Building on multiple theoretical perspectives, we examined how e-business capability moderates the association of different dimensions of market orientation (i.e., customer, competitor, and interfunctional coordination orientation) and firm performance (i.e., financial, operational, and customer service performance). We tested hypotheses using survey data from senior executives in China. Our fi...

Food processors have seen escalating levels of competition over the past three decades. An underlying objective of this research is to gain a greater understanding of how food companies thrive in the face of this increased competition. This study incorporates market orientation theory (competitor orientation, customer orientation, and interfunctional coordination) and firm innovativeness to exp...

This paper examines empirically the relationship between market orientation and business performance in the context of British machine tool industry. An industry-specific market orientation scale was developed. Factor analysis revealed that there were four latent dimensions underlying the market orientation: customer orientation, competitor orientation, departmental responsiveness, and customer...

What motivates firms to develop Internet-enabled interfirm communication? We draw upon the work of Alavi et al. (2005–2006) and propose that the use of the Internet in interfirm communication is influenced by a firm’s firm orientation and its internal communities of practice. Based on data collected from 307 international trade firms in the Beijing area, we find that Internet-enabled interfirm ...

This study explores the alignment between IT/IS and marketing from a strategic perspective. The heads of IT and marketing of eighteen large New Zealand companies were interviewed, and their assessments of alignment rated according to two constructs: strategic orientation, and market orientation. The strategic orientation dimensions were aggressiveness, analysis, defensiveness, futurity, proacti...