The interplay between strategic orientations has received limited attention in manufacturing small and medium enterprises (SMEs).The existing studies have repeatedly called for investigating the impacts of multiple on organizational performance. Moreover, prior research disintegrating orientation assessing their effects Thus, this study is first its nature – market (MO) construct using data fro...

Article history: Received 29 July 2005 Received in revised form 16 June 2006 Accepted 6 July 2006 Available online 27 October 2006 This article examines the role of industrial firms' market orientation as a moderator of the economic–ecologic conflict. Specifically, the authors consider the effect of industrial firms’ market orientation on perceptions of the environmental pressure exerted by sta...

Iran's apparel market is currently filled with foreign brands that are generally ranked as high quality goods with high prices. With a surface examination of the apparel market and customers’ opinions, it can be concluded that Iranian apparel, despite having lower prices, is not in a suitable status in comparison with its foreign counterparts. Accordingly, the purpose of this paper is to ...

Content analysis was used to compare the MKTOR and MARKOR market orientation scales in relation to the theoretical position that originally inspired their development. The underlying meanings of each scale appear to be significantly different. MARKOR integrates an organizational view of market orientation and develops an assessment the firm’s potentiality. MKTOR is more centered on the customer...

This paper addresses the challenge of measuring alignment. Two different approaches are developed: one based on seven dimensions of strategic orientation; and one based on eight dimensions of market orientation. A formula is developed for the calculation of alignment. The formula is applied to a survey of 175 large New Zealand companies. Analyses of the results suggest overall similarity betwee...

The objective of this study is to examine the relationship between leadership styles of managers in relation to market orientation. Personal characteristics of top managers—age, education, area of specialization, and executive experience—are control variables. This exploratory study focuses on small and medium scale manufacturing enterprises (SMEs) in Malaysia. Market orientation is defined as ...

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This study explores the alignment between IT/IS and marketing from a strategic perspective. The heads of IT and marketing of eighteen large New Zealand companies were interviewed, and their assessments of alignment rated according to two constructs: strategic orientation, and market orientation. The strategic orientation dimensions were aggressiveness, analysis, defensiveness, futurity, proacti...