Market orientation behavior: an empirical investigation using MARKOR

Market orientation is the cornerstone that should guide the actions of those in charge of marketing. Its importance lies in its (assumed) capability to make consumers more satisfied and, by this means, to attain the company’s objectives more efficiently. This paper proposes that the time factor should form part of market‐oriented business behavior. The most market‐oriented companies act more quickly and they are quicker when it comes to collecting and disseminating information, and designing market action plans. Using the methodology proposed by Kohli and Jaworski, the time dimensions that give content to market‐oriented behavior are examined in a sample of Spanish companies. Additionally, in an attempt to go beyond the anecdotal evidence, different hypotheses are contrasted concerning the effect of different organizational and environmental antecedents on the time dimensions of market‐oriented behavior.