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On the Consequences of Market Orientation across Varied Environmental Dynamism and Competitive Intensity Levels

2013; Wiley; Volume: 52; Issue: 1 Linguagem: Inglês

10.1111/jsbm.12028

0047-2778

Óscar González‐Benito, Javier González Benito, Pablo Antonio Muñoz Gallego,

Innovation Diffusion and Forecasting

Journal of Small Business ManagementVolume 52, Issue 1 p. 1-21 Original Article On the Consequences of Market Orientation across Varied Environmental Dynamism and Competitive Intensity Levels Óscar González-Benito, Óscar González-BenitoÓscar González-Benito is professor of marketing at the Universidad de Salamanca.Search for more papers by this authorJavier González-Benito, Javier González-BenitoJavier González-Benito is professor of management at the Universidad de Salamanca.Search for more papers by this authorPablo A. Muñoz-Gallego, Pablo A. Muñoz-GallegoPablo A. Muñoz-Gallego is professor of marketing at the Universidad de Salamanca.Search for more papers by this author Óscar González-Benito, Óscar González-BenitoÓscar González-Benito is professor of marketing at the Universidad de Salamanca.Search for more papers by this authorJavier González-Benito, Javier González-BenitoJavier González-Benito is professor of management at the Universidad de Salamanca.Search for more papers by this authorPablo A. Muñoz-Gallego, Pablo A. Muñoz-GallegoPablo A. Muñoz-Gallego is professor of marketing at the Universidad de Salamanca.Search for more papers by this author First published: 20 June 2013 https://doi.org/10.1111/jsbm.12028Citations: 38 Address correspondence to: Óscar González-Benito, Department of Business Administration and Economics, University of Salamanca, Campus Miguel de Unamuno, Salamanca 37007, Spain; Tel.: +34 923 294 500 (3008), fax: +34 923 294 715. E-mail: oscargb@usal.es Read the full textAboutPDF ToolsRequest permissionExport citationAdd to favoritesTrack citation ShareShare Give accessShare full text accessShare full-text accessPlease review our Terms and Conditions of Use and check box below to share full-text version of article.I have read and accept the Wiley Online Library Terms and Conditions of UseShareable LinkUse the link below to share a full-text version of this article with your friends and colleagues. Learn more.Copy URL Share a linkShare onFacebookTwitterLinked InRedditWechat Abstract Many firms attempt to develop market-oriented attitudes and behaviors because of their presumably positive consequences for performance. A market orientation can provide the cultural basis for successful differentiation strategies focused on customer satisfaction. However, inconclusive evidence regarding the relationship between market orientation and performance demands an analysis of possible moderators. This paper therefore analyzes the moderating role of environmental characteristics in the market orientation–performance relationship. Heterogeneous methodologies and measures could explain some diversity in empirical results. Moreover, both the market orientation–performance relationship and the moderating effects of environment dynamism, turbulence, hostility, and complexity may depend on more general characteristics of the environment. A complete diagnostic of the moderating effect of the environment must analyze phenomena in different socioeconomic and political–regulatory contexts. Therefore, the authors (1) analyze the moderating role of environmental dynamism and competitive intensity; (2) consider a broad range of performance measures, distinguished as effectiveness, efficiency, and adaptability measures and as financial and operational measures; and (3) focus on a priority 1 region of the European Union, characterized by small and medium-sized enterprises that face a global competitive scenario from a disadvantaged local environment. The empirical results support the positive relationship between market orientation and performance and indicate the relationship is inhibited by competitive intensity, which contrasts with existing arguments and empirical results. Citing Literature Volume52, Issue1January 2014Pages 1-21 RelatedInformation