The present research carried out to study the relationship of market orientation and innovation and their effect on entrepreneurship and value creation for customers. To do so, as the sample was unlimited, 241 active companies in agriculture and food industry were selected as the samples by random sampling method. Via standard questionnaire, we gathered data on managers and senior experts' opin...

The ability of firms to adapt to changing markets and technology is a fundamental topic both in strategic management and marketing literature. The focus of this paper is to study how firms adapt to their environments and create superior market orientation. We hypothesize specific relationships between market adaptation and market orientation. Moreover, we analyze the moderating effects of a fir...

From the resource-based perspective, entrepreneurial orientation and market orientation are two separate but complementary strategic orientations that emphasize the business philosophy and behavior in proactively detecting industrial environment, including market information and competitors strategy, in order to innovate and respond to the customers needs timely. Empirical studies have separate...

a r t i c l e i n f o Little is known about how various strategic orientation dimensions determine market orientation. The authors identify four key dimensions of a firm's strategic orientation as critical antecedents to market orientation: the firm's aggressiveness, its future orientation, the extent of marketing formalization, and risk proclivity. Moderating effects of two environmental force...

The authors use panel data constructed from the responses of repeatedly surveyed top managers at 261 companies regarding their firm’s market orientation, along with objective performance measures, to investigate the influence of market orientation on performance for a nine-year period from 1997 to 2005. The authors measure market orientation in 1997, 2001, and 2005 and estimate it in the interv...

The majority of studies on market orientation claim compelling evidence exists that market orientation has a positive effect on business performance. This study takes a closer look at 51 studies which have addressed the relationship between market orientation and business performance between 1990 and 2002. The results show that there is no unequivocal evidence as to if and when market orientati...