STRATEGIC ORIENTATIONS ENRICHING THE EFFECT OF MARKET ORIENTATION ON COMPANY PERFORMANCE: LITERATURE-BASED HOLISTIC MODEL PROPOSAL

Resul Usta ()
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Resul Usta: Giresun University

Anadolu University Journal of Social Sciences, 2011, vol. 11, issue 3, 65-84

Abstract: Market orientation is an important strategic orientation that contributes to company performance. However, in today's competitive environment, rather than focusing on just market orientation, there is a need for a strategic mix of strategic orientations that will strengthen it and contribute to performance. The studies in literature show that enterprises practicing market orientation together with other strategic orientations (e.g., internal marketing, entrepreneurial, learning, innovation, relationship, information management) have better performance than those focusing on just market orientation. The purpose of this study is to provide a holistic framework showing the relationships between market orientation, alternative strategic orientations and performance. Thus, it will make a contribution to resolve the absence in Turkish literature. The study of literature can provide a scientific ground for empiric studies and practitioners can benefit from the results of research.

Keywords: Market Orientation; Alternative Strategic Orientations; Performance (search for similar items in EconPapers)
JEL-codes: M19 M31 (search for similar items in EconPapers)
Date: 2011
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