Authors
Abstract
Market orientation and it’s impact on the business performance is an important subject in customer and market management field. At first, this paper investigates various view points and models of market orientation and it examines the effects of market orientation on business performance with respect to marketing capability. Then we investigate the key causal linkages among “market orientation culture”, “intelligence market”, “marketing capabilities” and “business performance”. A decision-oriented and conceptual model is proposed and tested based on data from industrial environment using structural equation modelling technique. The results support the notion that business performance in current competitive environment is under the influence of integration market orientation and marketing capabilities.
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