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Volume :4 Issue : 2 1997
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A Cross Cultural Investigation of Market Orientation- Performance
Auther : Shahid N. Bhuian
This study examines the association of market orientation and performance of manufacturing industries in Saudi Arabia. Utilizing an improved judgmental measure of performance, the author also attempts to investigate whether the relationship of market orientation and performance is moderated by market turbulence, competitive intensity and technological turbulence, competitive intensity and technological turbulence. An examination of a sample of 111 managers of various manufacturing industries shows that market orientation is strongly and positively related to performance. Further, the study provides support for the moderating effects of competitive intensity and technological turbulence on the association of market orientation and performance.