On the Consequences of Market Orientation across Varied Environmental Dynamism and Competitive Intensity Levels

Abstract

Many firms attempt to develop market‐oriented attitudes and behaviors because of their presumably positive consequences for performance. A market orientation can provide the cultural basis for successful differentiation strategies focused on customer satisfaction. However, inconclusive evidence regarding the relationship between market orientation and performance demands an analysis of possible moderators. This paper therefore analyzes the moderating role of environmental characteristics in the market orientation–performance relationship. Heterogeneous methodologies and measures could explain some diversity in empirical results. Moreover, both the market orientation–performance relationship and the moderating effects of environment dynamism, turbulence, hostility, and complexity may depend on more general characteristics of the environment. A complete diagnostic of the moderating effect of the environment must analyze phenomena in different socioeconomic and political–regulatory contexts. Therefore, the authors (1) analyze the moderating role of environmental dynamism and competitive intensity; (2) consider a broad range of performance measures, distinguished as effectiveness, efficiency, and adaptability measures and as financial and operational measures; and (3) focus on a priority 1 region of the uropean nion, characterized by small and medium‐sized enterprises that face a global competitive scenario from a disadvantaged local environment. The empirical results support the positive relationship between market orientation and performance and indicate the relationship is inhibited by competitive intensity, which contrasts with existing arguments and empirical results.

Additional information

Notes on contributors

Óscar González‐benito

Óscar González‐Benito is professor of marketing at the Universidad de Salamanca.

Javier González‐Benito

Javier González‐Benito is professor of management at the Universidad de Salamanca.

Pablo A. Muñoz‐gallego

Pablo A. Muñoz‐Gallego is professor of marketing at the Universidad de Salamanca.