Market orientation versus quality orientation: sources of superior business performance

Susan Hart, Wuthichai Sittimalakrom

Research output: Contribution to journalArticle

30 Citations (Scopus)

Abstract

This paper attempts to investigate the comparative consequences of market orientation and quality orientation. The research idea stems from academic findings that not only does market orientation have similar characteristics at a conceptual level to quality orientation, but both business orientations can be said to provide an organisation with similar benefits. Nevertheless, since evidence shows that market orientation and quality orientation are sources of superior business performance, the question of which business orientation a firm should pursue emerges. This research proposes to examine the direct effect and mediating effect of market orientation and quality orientation on business performance, and also to discover whether the two business orientations are related.
LanguageEnglish
Pages243-253
Number of pages10
JournalJournal of Strategic Marketing
Volume12
Issue number4
DOIs
Publication statusPublished - 4 Dec 2004

Fingerprint

Market orientation
Business performance
Market quality
Mediating effect
Direct effect

Keywords

  • market orientation
  • quality orientation
  • business performance

Cite this

Hart, Susan ; Sittimalakrom, Wuthichai. / Market orientation versus quality orientation: sources of superior business performance. In: Journal of Strategic Marketing. 2004 ; Vol. 12, No. 4. pp. 243-253.
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Market orientation versus quality orientation: sources of superior business performance. / Hart, Susan; Sittimalakrom, Wuthichai.

In: Journal of Strategic Marketing, Vol. 12, No. 4, 04.12.2004, p. 243-253.

Research output: Contribution to journalArticle

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