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Market Orientation and Company Performance: Empirical Evidence From UK Companies
Author(s) -
Greenley Gordon E.
Publication year - 1995
Publication title -
british journal of management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.407
H-Index - 108
eISSN - 1467-8551
pISSN - 1045-3172
DOI - 10.1111/j.1467-8551.1995.tb00082.x
Subject(s) - market orientation , empirical evidence , marketing , business , customer orientation , empirical research , orientation (vector space) , industrial organization , philosophy , geometry , mathematics , epistemology
SUMMARY There has been little empirical investigation of a relationship between market orientation and performance, which is assumed to exist in the strategic management and marketing literatures. This limited empirical evidence is equivocal, and is dominated by only two US studies. The overall aim of the study reported in this article was to build on this limited empirical evidence about a relationship, by achieving new insights from another national business culture, namely the UK. Unlike the US evidence, the results from this study suggest that the influence of market orientation on performance is moderated by environmental variables. They suggest that market orientation may not be advantageous in highly turbulent markets, and in conditions of low customer power and high technological change.