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The Effect of a Market Orientation on Business Profitability

The Effect of a Market Orientation on Business Profitability Marketing academicians and practitioners have been observing for more than three decades that business performance is affected by market orientation, yet to date there has been no valid measure of a market orientation and hence no systematic analysis of its effect on a business's performance. The authors report the development of a valid measure of market orientation and analyze its effect on a business's profitability. Using a sample of 140 business units consisting of commodity products businesses and noncommodity businesses, they find a substantial positive effect of a market orientation on the profitability of both types of businesses. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing SAGE

The Effect of a Market Orientation on Business Profitability

Journal of Marketing , Volume 54 (4): 16 – Oct 1, 1990

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References (49)

Publisher
SAGE
Copyright
© 1990 American Marketing Association
ISSN
0022-2429
eISSN
1547-7185
DOI
10.1177/002224299005400403
Publisher site
See Article on Publisher Site

Abstract

Marketing academicians and practitioners have been observing for more than three decades that business performance is affected by market orientation, yet to date there has been no valid measure of a market orientation and hence no systematic analysis of its effect on a business's performance. The authors report the development of a valid measure of market orientation and analyze its effect on a business's profitability. Using a sample of 140 business units consisting of commodity products businesses and noncommodity businesses, they find a substantial positive effect of a market orientation on the profitability of both types of businesses.

Journal

Journal of MarketingSAGE

Published: Oct 1, 1990

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