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The Effects of Strategy Type on the Market Orientation–Performance Relationship
Abstract
Prior research has been equivocal on the role that competitive environment plays in moderating the relationship between market orientation and a firm's business performance, even though such a moderating effect is conceptually quite plausible ( Slater and Narver 1994 ). In this article, the authors empirically examine the role of business strategy type as an alternative, potential moderator of the market orientation–performance relationship. By using an improved version of Kohli and Jaworski's market orientation scale ( Jaworski and Kohli 1993 ; Kohli, Jaworski, and Kumar 1993 ), the authors find evidence that supports the moderating effects of business strategy type on the strength of the relationship between market orientation and business performance. The authors also offer implications and future research questions based on the findings.
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Cited by
Corporate Social Responsibility and Marketing: An Integrative Framework
Maignan, I., & Ferrell, O. C. (2004) · Journal of the Academy of Marketing Science · doi:10.1177/0092070303258971 · Cited by 1,873
Antecedents of Export Venture Performance: A Theoretical Model and Empirical Assessment
Morgan, N. A., Kaleka, A., & Katsikeas, C. S. (2004) · Journal of Marketing · doi:10.1509/jmkg.68.1.90.24028 · Cited by 989
Understanding the Marketing Department's Influence within the Firm
Verhoef, P. C., & Leeflang, P. S. H. (2009) · Journal of Marketing · doi:10.1509/jmkg.73.2.14 · Cited by 587
Market-oriented sustainability: A conceptual framework and propositions
Crittenden, V. L., Crittenden, W. F., Ferrell, L. K., Ferrell, O. C., & Pinney, C. C. (2011) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-010-0217-2 · Cited by 409
Customer value anticipation, customer satisfaction and loyalty: An empirical examination
Flint, D. J., Blocker, C. P., & Boutin, P. J. (2011) · Industrial Marketing Management · doi:10.1016/j.indmarman.2010.06.034 · Cited by 380
Metadata
- Authors
- Matsuno, K., & Mentzer, J. T.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2000-10
- Volume
- 64
- Issue
- 4
- Pages
- 1-16
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2240870533
- Cited by
- 651
- References
- 6
- FWCI
- 51.54
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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