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Cited by 1,045

The DOI matches its Crossref record; 52 of the 52 references it cites were found in a registry or an index.

Market Orientation and Alternative Strategic Orientations: A Longitudinal Assessment of Performance Implications

Noble, Charles H., Sinha, Rajiv K., Kumar, Ajith·2002·Journal of Marketing
DOI 10.1509/jmkg.66.4.25.18513
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Abstract

Although the merits of maintaining a market orientation have been extensively discussed in the literature, studies examining the empirical link between market orientation and performance have shown mixed results. The authors explore the relative performance effects of various dimensions of market orientation using a longitudinal approach based on letters to shareholders in corporate annual reports. Furthermore, the authors examine the relative effects of alternative strategic orientations that reflect different managerial priorities for the firm. The authors also extend previous work by considering the mediating effects of organizational learning and innovativeness on the orientation–performance relationship. The results show that firms possessing higher levels of competitor orientation, national brand focus, and selling orientation exhibit superior performance.

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Metadata

Authors
Noble, C. H., Sinha, R. K., & Kumar, A.
Venue
Journal of Marketing
Publisher
SAGE Publications
Published
2002-10
Volume
66
Issue
4
Pages
25-39
ISSN
  • 0022-2429 (ISSN-L)
  • 1547-7185
DOI
10.1509/jmkg.66.4.25.18513
OpenAlex
W2078818979
Cited by
1,045
References
52
FWCI
92.09
Type
journal article
Language
en
Open access
closed

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CoChat. (2026). Citation check: Market Orientation and Alternative Strategic Orientations: A Longitudinal Assessment of Performance Implications. https://app.cochat.ai/papers/10.1509/jmkg.66.4.25.18513
The paper
Noble, C. H., Sinha, R. K., & Kumar, A. (2002). Market Orientation and Alternative Strategic Orientations: A Longitudinal Assessment of Performance Implications. Journal of Marketing. https://doi.org/10.1509/jmkg.66.4.25.18513

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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.