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Market orientation: a meta-analytic review and assessment of its antecedents and impact on

A meta-analysis is conducted that aggregates empirical findings from the market orientation literature. First, a quantitative summary of the bivariate findings is provided regarding the antecedents and the consequences of market orientation. Second, multivariate analyses of aggregate study effects are used to identify significant antecedents of market orientation and the process variables that mediate the relationship between market orientation and performance. In addition, using regression analysis, it is found that the market orientation-performance relationship is stronger in samples of manufacturing firms, in low power-distance and uncertainty-avoidance cultures, and in studies that use subjective measures of performance. It is also found that the market orientation-performance correlation is stronger for both cost-based and revenue-based performance measures in manufacturing firms than in service firms. On the basis of the findings, a discussion of the implications for practice and further research are presented..Printed Journal

Ketersediaan

Call NumberLocationAvailable
PSB lt.dasar - Pascasarjana1
Penerbit American Marketing Association.,
Edisi -
Subjek Financial performance
Regression analysis
Statistical analysis
Multivariate analysis
Market orientation
Impact analysis
studies
ISBN/ISSN 222429
Klasifikasi -
Deskripsi Fisik -
Info Detail Spesifik -
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