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Looking for performance: how innovation and straregy may affect market orientation models

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Author Info

  • Jesus Cambra-Fierro

    ()
    (Department of Business Administration, Universidad Pablo de Olavide)

  • Ana Fuster-Mur

    ()
    (Grupo Fuster-Mur)

  • Susan Hart

    ()
    (Department of Marketing, University of Strathclyde)

  • Yolanda Polo-Redondo

    ()
    (Department of Bsiness Administration, University of Zaragoza)

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    Abstract

    Despite 20 years of research into various aspects of the ‘Market Orientation’ (MO) construct, dubiety persists regarding the existence, nature and significancy of the relationship between market orientation and firm performance. In order to get more evidence some authors suggest including innovation in MO models. Debate also continues to examine whether organizational strategy is an antecedent or a consequence of MO, whilst some argue that strategy moderates the MO-performance relationship. Furthermore, there are sectors of industry and geographies where the phenomenon has received very little investigation, even of an exploratory nature. This study aims to explore the MO-performance relationship and to value the effect of innovation in MO-performance models in a sector where MO was virtually unknown: the Spanish real estate industry. The magnitude of the shifts taking place in this sector enhances its potential as a showcase for processes of anticipation and adaptation to the environment. In addition, the paper aims to shed some light on the question of whether strategy potentially moderates the MO-performance link. Finally, the principal implications of our findings are discussed.

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    File URL: http://www.upo.es/serv/bib/wpbsad/bsad1003.pdf
    File Function: First version, 2010
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    Bibliographic Info

    Paper provided by Universidad Pablo de Olavide, Department of Business Administration in its series Working Papers with number 10.03.

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    Length: 36 pages
    Date of creation: Apr 2010
    Date of revision:
    Handle: RePEc:pab:wpbsad:10.03

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    Keywords: Market orientation; innovation; performance; strategy; real estate sector;

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