IDEAS home Printed from https://ideas.repec.org/p/pab/wpbsad/10.03.html
   My bibliography  Save this paper

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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Jesus Cambra-Fierro & Ana Fuster-Mur & Susan Hart & Yolanda Polo-Redondo, 2010. "Looking for performance: how innovation and straregy may affect market orientation models," Working Papers 10.03, Universidad Pablo de Olavide, Department of Business Administration.
    • Handle: RePEc:pab:wpbsad:10.03
    as

    Download full text from publisher

    File URL: http://www.upo.es/serv/bib/wpbsad/bsad1003.pdf
    File Function: First version, 2010
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Christian Homburg & Harley Krohmer & John P. Workman. Jr, 1999. "Strategic consensus and performance: the role of strategy type and market‐related dynamism," Strategic Management Journal, Wiley Blackwell, vol. 20(4), pages 339-357, April.
    2. Stanley F. Slater & Eric M. Olson, 2001. "Marketing's contribution to the implementation of business strategy: an empirical analysis," Strategic Management Journal, Wiley Blackwell, vol. 22(11), pages 1055-1067, November.
    3. William L. James & Kenneth J. Hatten, 1995. "Further evidence on the validity of the self typing paragraph approach: Miles and snow strategic archetypes in banking," Strategic Management Journal, Wiley Blackwell, vol. 16(2), pages 161-168.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Deepak K. Datta & Xin Liang & Martina Musteen, 2009. "Strategic Orientation and the Choice of Foreign Market Entry Mode," Management International Review, Springer, vol. 49(3), pages 269-290, June.
    2. Frambach, R.T. & Prabhu, J.C. & Verhallen, T.M.M., 2003. "The influence of business strategy on new product activity : The role of market orientation," Other publications TiSEM 64c2e300-9f26-4178-ba34-2, Tilburg University, School of Economics and Management.
    3. A. Varadaraj & M. Prasanna Mohan Raj & S. Ananth, 2021. "The Impact of Human Resource Management Policies on Business and Marketing Strategy Implementation within the Marketing Organization," Eastern European Journal for Regional Studies (EEJRS), Center for Studies in European Integration (CSEI), Academy of Economic Studies of Moldova (ASEM), vol. 7(2), pages 182-207, December.
    4. Kwak, Hyokjin & Anderson, Rolph E. & Leigh, Thomas W. & Bonifield, Scott D., 2019. "Impact of salesperson macro-adaptive selling strategy on job performance and satisfaction," Journal of Business Research, Elsevier, vol. 94(C), pages 42-55.
    5. Algarni, Mohammad A. & Ali, Murad & Leal-Rodríguez, Antonio L. & Albort-Morant, Gema, 2023. "The differential effects of potential and realized absorptive capacity on imitation and innovation strategies, and its impact on sustained competitive advantage," Journal of Business Research, Elsevier, vol. 158(C).
    6. Martín-Rojas, Rodrigo & Garrido-Moreno, Aurora & García-Morales, Víctor J., 2023. "Social media use, corporate entrepreneurship and organizational resilience: A recipe for SMEs success in a post-Covid scenario," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    7. Ralf Meinhardt & Sebastian Junge & Martin Weiss, 2018. "The organizational environment with its measures, antecedents, and consequences: a review and research agenda," Management Review Quarterly, Springer, vol. 68(2), pages 195-235, April.
    8. Francis Kipkemboi Sang & Jonah Nyaga Kindiki & James K. Sang & Gladys Jematia Rotich & Keror Kipruto, 2015. "Availability and the Level of Implementation of Strategic Plans in Secondary Schools in Nandi County, Kenya," SAGE Open, , vol. 5(2), pages 21582440155, May.
    9. Murwatiningsih & Nina Oktarina & Sri EndahWahyuningsih & Indri Murniawaty, 2019. "Creating The Entrepreneurial Networking Through The Business Superiority And Adaptability Of Business Environment To Improve The Marketing Performance," Malaysian E Commerce Journal (MECJ), Zibeline International Publishing, vol. 3(2), pages 36-40, August.
    10. Mohamad Reza Sanaei & Farzad Movahedi Sobhani, 2018. "Information technology and e-business marketing strategy," Information Technology and Management, Springer, vol. 19(3), pages 185-196, September.
    11. Jana Pokorná & Ondřej Částek, 2013. "How to measure organizational performance in search for factors of competitiveness," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 61(2), pages 451-461.
    12. Neil A. Morgan & Kimberly A. Whitler & Hui Feng & Simos Chari, 2019. "Research in marketing strategy," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 4-29, January.
    13. V Kumar & Amalesh Sharma & Shaphali Gupta, 2017. "Accessing the influence of strategic marketing research on generating impact: moderating roles of models, journals, and estimation approaches," Journal of the Academy of Marketing Science, Springer, vol. 45(2), pages 164-185, March.
    14. Milfelner Borut & Gabrijan Vladimir & Snoj Boris, 2008. "Can Marketing Resources Contribute to Company Performance?," Organizacija, Sciendo, vol. 41(1), pages 3-13, January.
    15. De Clercq, Dirk & Belausteguigoitia, Imanol, 2015. "Intergenerational strategy involvement and family firms’ innovation pursuits: The critical roles of conflict management and social capital," Journal of Family Business Strategy, Elsevier, vol. 6(3), pages 178-189.
    16. Jinhwan Kim & Hyeob Kim & HyukJun Kwon, 2020. "The Impact of Employees’ Perceptions of Strategic Alignment on Sustainability: An Empirical Investigation of Korean Firms," Sustainability, MDPI, vol. 12(10), pages 1-23, May.
    17. Soltani, Elham, 2020. "Business and project strategy alignment: ICT project success in Iran," Technology in Society, Elsevier, vol. 63(C).
    18. Anca Francisca Cruceru & Daniel Moise, 2017. "Marketing Capabilities and Selling Capabilities. Implementing a Framework Guide for a Business Performance," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 135-141, October.
    19. Than Thanh Son & Le Ba Phong & Bùi Thị Thu Loan, 2020. "Transformational Leadership and Knowledge Sharing: Determinants of Firm’s Operational and Financial Performance," SAGE Open, , vol. 10(2), pages 21582440209, May.
    20. Hasan, Syed Akif & Subhani, Muhammad Imtiaz, 2011. "Empirical Conclusion from the Managerial Perception for the Various Multi-Brands Strategies and their Implementations," MPRA Paper 34755, University Library of Munich, Germany.

    More about this item

    Keywords

    Market orientation; innovation; performance; strategy; real estate sector;
    All these keywords.

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pab:wpbsad:10.03. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Publicación Digital - UPO (email available below). General contact details of provider: https://edirc.repec.org/data/dbupoes.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.