Looking for performance: how innovation and straregy may affect market orientation models

Jesus Cambra-Fierro (), Ana Fuster-Mur (), Susan Hart () and Yolanda Polo-Redondo ()
Additional contact information
Jesus Cambra-Fierro: Department of Business Administration, Universidad Pablo de Olavide
Ana Fuster-Mur: Grupo Fuster-Mur
Susan Hart: Department of Marketing, University of Strathclyde
Yolanda Polo-Redondo: Department of Bsiness Administration, University of Zaragoza

No 10.03, Working Papers from Universidad Pablo de Olavide, Department of Business Administration

Abstract: Despite 20 years of research into various aspects of the ‘Market Orientation’ (MO) construct, dubiety persists regarding the existence, nature and significancy of the relationship between market orientation and firm performance. In order to get more evidence some authors suggest including innovation in MO models. Debate also continues to examine whether organizational strategy is an antecedent or a consequence of MO, whilst some argue that strategy moderates the MO-performance relationship. Furthermore, there are sectors of industry and geographies where the phenomenon has received very little investigation, even of an exploratory nature. This study aims to explore the MO-performance relationship and to value the effect of innovation in MO-performance models in a sector where MO was virtually unknown: the Spanish real estate industry. The magnitude of the shifts taking place in this sector enhances its potential as a showcase for processes of anticipation and adaptation to the environment. In addition, the paper aims to shed some light on the question of whether strategy potentially moderates the MO-performance link. Finally, the principal implications of our findings are discussed.

Keywords: Market orientation; innovation; performance; strategy; real estate sector (search for similar items in EconPapers)
Pages: 36 pages
Date: 2010-04
New Economics Papers: this item is included in nep-cse and nep-ino
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.upo.es/serv/bib/wpbsad/bsad1003.pdf First version, 2010 (application/pdf)

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:pab:wpbsad:10.03

Access Statistics for this paper

More papers in Working Papers from Universidad Pablo de Olavide, Department of Business Administration Carretera de Utrera km.1, 41013 Sevilla. Contact information at EDIRC.
Bibliographic data for series maintained by Publicación Digital - UPO ().