Add to ORKGThe impact of a market-oriented strategy on business performance remains an open question. One of the reasons for this is that virtually all the work conducted in marketing has viewed market orientation as a reflective unidimensional structure. In this study we demonstrate that two measures of market orientation (i.e., reactive and proactive) are related, but essentially separate constructs. The results show that proactive market orientation has a significant and positive mediating effect betweenresources and performance while reactive market orientation appears to be losing its effectiveness
Most approaches to a market orientation focus ongenerating superior value for customers. Doing so de...
Most researchers have studied economic performance linked to market orientation, while a lesser inte...
Market orientation is a well-known construct in the marketing literature. One reason for the extens...
A review of the literature indicates that a universally enhancing relationship between market orient...
The concept of market orientation has received a great deal of attention from marketing scholars, in...
This independent conceptual study paper sought to examine the nature of the relationship between mar...
The concept of market orientation has received a great deal of attention from marketing scholars, in...
The majority of studies on market orientation claim compelling evidence exists that market orientati...
Despite strong empirical validation of the relationship between market orientation and business perf...
As part of a broader study of the relationship between traditional and online marketing mix elements...
Marketing academics and practitioners assume a direct link between market orientation and performanc...
Although the merits of maintaining a market orientation have been extensively discussed in the liter...
Market orientation and its impact on firm performance has been a topic of research interest for many...
The objective of this study is to examine the effect of performance measurement system design on mar...
textabstractThe majority of studies on market orientation claim that compelling evidence exists that...
Most approaches to a market orientation focus ongenerating superior value for customers. Doing so de...
Most researchers have studied economic performance linked to market orientation, while a lesser inte...
Market orientation is a well-known construct in the marketing literature. One reason for the extens...
A review of the literature indicates that a universally enhancing relationship between market orient...
The concept of market orientation has received a great deal of attention from marketing scholars, in...
This independent conceptual study paper sought to examine the nature of the relationship between mar...
The concept of market orientation has received a great deal of attention from marketing scholars, in...
The majority of studies on market orientation claim compelling evidence exists that market orientati...
Despite strong empirical validation of the relationship between market orientation and business perf...
As part of a broader study of the relationship between traditional and online marketing mix elements...
Marketing academics and practitioners assume a direct link between market orientation and performanc...
Although the merits of maintaining a market orientation have been extensively discussed in the liter...
Market orientation and its impact on firm performance has been a topic of research interest for many...
The objective of this study is to examine the effect of performance measurement system design on mar...
textabstractThe majority of studies on market orientation claim that compelling evidence exists that...
Most approaches to a market orientation focus ongenerating superior value for customers. Doing so de...
Most researchers have studied economic performance linked to market orientation, while a lesser inte...
Market orientation is a well-known construct in the marketing literature. One reason for the extens...