Market orientation and performance: modelling a neural network

Purpose – This paper aims to investigate the impact of market orientation (MO) on performance using a neural network model in order to find new linkages and new explanations for this relationship. Design/methodology/approach – This investigation is based on a survey data collection from a sample of 192 Portuguese companies. A neural network model has been developed to identify the effects of each dimension of MO on each dimension of performance. Findings – Relationship among MO and performance was corroborated but MO's impact is poor and based on its first dimension, market intelligence generation. Research limitations/implications – Further research in this field should be conducted using other tools offered by neural network modelling. Practical implications – Managers should give more attention to cross‐functional co‐ordination in order to improve market intelligence dissemination and responsiveness and, thus, global performance. Originality/value – The paper presents the development of a neural network model to analyse this relationship.