El efecto moderador de la estrategia genérica en la relación orientación al mercado y resultados. Nuevas evidencias entre empresas del sector químico

Prior research has been equivocal on the role that competitive environment plays in moderating the relationship between market orientation an a firm business performance, even though such a moderating effect is conceptually very plausible. In this article the authors empirically examine the role of Miles and Snow´s (1978) business strategy type as an alternative potencial moderador of the marketing orientation-performance relationship. In this research performance is measured comparing the company results with the company objectives, not with the competition, as many studies did befote. Using the Kohli and Jaworski market orientation scale the autor find mixed evidence that supports the moderating effects of business strategy type on the strengh of the relationship between market orientation and business performance. The authors also offer implications and future research questions on the findings