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| DOES COMPETITIVE ENVIRONMENT MODERATE THE MARKET ORIENTATION-PERFORMANCE RELATIONSHIP |
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| Author(s): SLATER SF, NARVER JC |
| Source: JOURNAL OF MARKETING Volume: 58 Issue: 1 Pages: 46-55 Published: JAN 1994 |
| Times Cited: 335 References: 39 |
| Abstract: Recent studies have shown evidence ot a positive relationship between market orientation and performance. However, some scholars have suggested that competitive environment could moderate this relationship. The authors investigate how competitive environment affects the strength of the market orientation-performance relationship and whether it affects the focus of the external emphasis within a market orientation-that is, a greater emphasis on customer analysis relative to competitor analysis, or vice versa, within a given magnitude of market orientation. Their results provide very limited support for a moderator role for competitive environment on the market orientation-performance relationship. The benefits of a market orientation are long term though environmental conditions are often transient, and thus being market oriented is cost-effective in spite of any possible short-term moderating effects of the environment. |
| Document Type: Article |
| Language: English |
| Reprint Address: SLATER, SF (reprint author), UNIV COLORADO, COLL BUSINESS & ADM, COLORADO SPRINGS, CO 80907 USA |
Addresses:
1. UNIV WASHINGTON, GRAD SCH BUSINESS ADM, SEATTLE, WA 98195 USA |
| Publisher: AMER MARKETING ASSN, 250 SOUTH WACKER DRIVE SUITE 200, CHICAGO, IL 60606-5819 |
| Subject Category: Business |
| IDS Number: MZ529 |
| ISSN: 0022-2429 |
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| | | | | | | | | Record from Web of Science® | | | | | | | | | |