Conventional marketing wisdom holds that a customer orientation provides a firm with a better understanding of its customers, which subsequently leads to enhanced customer satisfaction and firm performance. However, there are cautions that being too customer focused can lead to inertia, and anecdotal evidence suggests that it may be better to "ignore your customer" when developing new products....

The purpose of this paper is to analyze the simultaneous effect of Corporate Culture and market orientation on the performance of small to medium-sized industrial manufacturing firms. To this end, a cross-sectional survey and variance based structural equation modeling was used for testing the hypotheses. The samples were selected based on a stratified sampling of commodity and specialty indust...

The authors examine the influence of a firm’s market orientation and salesperson customer orientation on buyer–seller relationships. Data from a national manufacturer’s sales force and retail trade customers were used to test the influence of sales managers’ perceptions on salesperson attitudes toward a firm’s market orientation and its salesperson customer orientation. The impact of salesperso...

the purpose of this study is to evaluate effect of porter`s competitive strategies tomeet customer market orientation needs in petrochemical firms. given the numbers ofproducts of this company, this study examine polyethylene products, so the impact of 3porter`s strategies, differentiation strategy, focus strategy, cost leadership strategy,evaluate in response to market orientation needs of thi...

Purpose – This paper aims to investigate whether it is meaningful to decompose market orientation into customer orientation and competitor orientation, and what possible implications this decomposition may have for researchers and business practitioners. Design/methodology/approach – Through a review of existing market orientation research, two of its salient dimensions, customer orientation an...

Today, market orientation plays a vital role in determining customers’ needs and success of organizations. Market orientation has also influenced various organizations’ measures including innovation. Therefore the aim of this research is to study the role of market orientation in innovation of bodybuilding clubs of Golestan Province. The population of this study comprised all 170 ma...

This paper examines empirically the relationship between market orientation and business performance in the context of British machine tool industry. An industry-specific market orientation scale was developed. Factor analysis revealed that there were four latent dimensions underlying the market orientation: customer orientation, competitor orientation, departmental responsiveness, and customer...

Objective: This paper aimed at studying the impact of customer orientation and sales orientation on personal sales performance in international market of Bilehsavar County. Research methodology: Statistical population of this survey included all sellers of Bilehsavar market. Sample volume was equal to two-hundred persons through census and correlation method and SPSS software were used to estim...

Building on multiple theoretical perspectives, we examined how e-business capability moderates the association of different dimensions of market orientation (i.e., customer, competitor, and interfunctional coordination orientation) and firm performance (i.e., financial, operational, and customer service performance). We tested hypotheses using survey data from senior executives in China. Our fi...