Publication Type
Journal Article
Version
publishedVersion
Publication Date
10-1998
Abstract
In recent years, a market-oriented corporate culture increasingly has been considered a key element of superior corporate performance. Although organizational innovativeness is believed to be a potential mediator of this market orientation-corporate performance relationship, much of the evidence to date remains anecdotal or speculative. In this context, the authors present a systematic framework to test the postulated "market orientation-innovation-performance" chain. To this end, the direct causality assumption of market orientation on organizational performance is examined with Narver and Slater's (1990) market orientation framework. Moreover, the authors take a componentwise approach and examine how the three core components of market orientation (customer orientation, competitor orientation, and interfunctional coordination) affect the two core components of organizational innovativeness (technical versus administrative) en route to affecting corporate performance. Using banking industry data, the authors empirically test and substantiate innovation's mediating role in the market orientation-corporate performance relationship.
Discipline
Marketing | Technology and Innovation
Research Areas
Marketing
Publication
Journal of Marketing
Volume
62
Issue
4
First Page
30
Last Page
45
ISSN
0022-2429
Identifier
10.2307/1252285
Embargo Period
10-12-2014
Citation
HAN, Jin K.; KIM, Namwoon; and SRIVASTAVA, Rajendra K..
Market Orientation and Organizational Performance: Is Innovation a Missing Link?. (1998). Journal of Marketing. 62, (4), 30-45.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/4133
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