Market Orientation and Business Performance: The Case of Indian Manufacturing Firms>

Sanjay K. Jain and Manju Bhatia

Vision, 2007, vol. 11, issue 1, 15-33

Abstract: Market orientation has come to be recognized as a key concept in marketing literature. Researches in other countries point to the presence of a positive relationship between market orientation and business performance. In the Indian context, however, little evidence exists to demonstrate that market orientation is an activity worth pursuing by the business firms. Based on an empirical investigation, the present paper reports a strong relationship existing between market orientation and various financial and non-financial measures of business performance among manufacturing firms in India. Adjusting for the effects of various moderating and control variables, the authors find this relationship to be holding true, irrespective of market conditions. The obvious managerial implication of the study is that it is worth investing resources in making organizations more market-oriented as all this gets amply paid by way of superior business performance

Keywords: Market orientation; business performance; building competencies; control variables; inter-functional coordination; sustainable competitive advantage (search for similar items in EconPapers)
Date: 2007
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/097226290701100102 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:vision:v:11:y:2007:i:1:p:15-33

DOI: 10.1177/097226290701100102

Access Statistics for this article

More articles in Vision
Bibliographic data for series maintained by SAGE Publications ().