The impetus for the current study was to provide empirical verification for the supposition that firms which exhibit high levels of market-orientation are the better performing firms. Prior to this study only one investigation empirically supported the relationship (Narver and Slater 1990). The current study also uses a broad sample of both consumer and industrial goods companies. Previous works have mostly emphasized a single firm or industry (c.f. Chaganti and Sambharya 1987, Narver and Slater 1990). The current study finds that market-orientation is significantly and positively related to business performance, thus providing empirical verification for the long-standing theory. / Additionally, the current study advances previous works by controlling for the major strategic variables (structure, strategy, and environment) both as predictors of performance and as moderators of the market-orientation and performance relationship. Regarding any moderating effects of the strategic variables, none were evident in the current study. Also, of the strategic variable main effects, only organizational structure (formalization/integration) significantly impacted performance, with the relationship positive in nature. / Finally, the current study investigates the relationship between market-orientation and organizational structure, an area which is not precisely defined in the literature (c.f. Drazen and Van de Ven 1985, Kohli and Jaworski 1990). As mentioned previously, no interactive effects are evident in the relationship with performance. Also, the true directionality of the relationship was not addressed in the current study. However, the empirical findings indicate a significant and positive relationship between organizational structure (formalization/integration) and market-orientation. / Source: Dissertation Abstracts International, Volume: 54-07, Section: A, page: 2649. / Thesis (Ph.D.)--The Florida State University, 1993.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_76932 |
| Contributors | Pleshko, Larry Paul., Florida State University |
| Source Sets | Florida State University |
| Language | English |
| Detected Language | English |
| Type | Text |
| Format | 187 p. |
| Rights | On campus use only. |
| Relation | Dissertation Abstracts International |
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