The Construct of “Market Orientation” in an IberoAmerican Context

ABSTRACT

The literature still reflects several discrepancies about the Market Orientation construct: its conceptual identity, its influence on business performance, and its applicability to non-US contexts. To fill these gaps, this article defines and validates a definition of Market Orientation as an organizational strategy. This definition is used to analyze its impact on business performance on samples from two countries in both sides of the Atlantic: Spain and Peru. The results stimulate research on using Market Orientation scale as a managerial diagnostic tool to determine firm's competitiveness.

KEYWORDS:

• Market Orientation
• firm's performance
• organizational strategy
• Spanish firms
• Peruvian firms