The relationship of market-orientation to performance: An investigation using organizational structure, organizational strategy, and the environment as moderators
The impetus for the current study was to provide empirical verification for the supposition that firms which exhibit high levels of market-orientation are the better performing firms. Prior to this study only one investigation empirically supported the relationship (Narver and Slater 1990). The current study also uses a broad sample of both consumer and industrial goods companies. Previous works have mostly emphasized a single firm or industry (c.f. Chaganti and Sambharya 1987, Narver and Slater 1990). The current study finds that market-orientation is significantly and positively related to business performance, thus providing empirical verification for the long-standing theory.
Authors: | Pleshko, Larry Paul |
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Publisher: |
Florida State University Libraries |
Subject: | Business Administration | Management | Marketing |
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