Market Orientation and Company Profitability: Further Evidence Incorporating Longitudinal Data.(Statistical Data Included)

Australian Journal of Management | September 1, 2000| | Copyright

1. Introduction

For many years, writers have asserted that a market-oriented approach to business will result in better corporate performance (e.g. Kotler 1991). Only recently have such assertions been empirically tested, with a growing body of research being conducted in the past ten years. Many studies have found a positive association between market orientation and performance. As a market orientation comprises several components, such as a customer orientation and a competitor orientation, each component of market orientation should also be positively associated ...

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