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Market Orientation Practices and Effects on Organizational Performance

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  • Haim Hilman
  • Narentheren Kaliappen

Abstract

Today’s organizations need market orientation practices to strive and generate superior performance and competitive advantage in the modern turbulent marketplace. Thus, this research inspects the respective links between the dimensions of (a) competitor orientation and (b) customer orientation and performance in the context of hotels in Malaysia. Data were gathered through self-administrated mail questionnaires directed to the top- and middle-level managers of three- to five-star-rated hotels in Malaysia. The findings indicated that hotels in Malaysia practiced competitor orientation and customer orientation as their core marketing strategy. Specifically, both competitor orientation and customer orientation positively linked to organizational performance. Few studies have investigated the practices and effects of market orientation on performance in the Malaysian hotel setting. Therefore, this study provided new insights into the understanding of market orientation practices in the hotel industry, particularly in Malaysia. In addition, the significance of this study, potential limitations, and future examination directions are highlighted.

Suggested Citation

  • Haim Hilman & Narentheren Kaliappen, 2014. "Market Orientation Practices and Effects on Organizational Performance," SAGE Open, , vol. 4(4), pages 21582440145, September.
    • Handle: RePEc:sae:sagope:v:4:y:2014:i:4:p:2158244014553590
    DOI: 10.1177/2158244014553590
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    References listed on IDEAS

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    Cited by:

    1. Moad Hamod Saleh & Mohammed A. Al-Hakimi, 2022. "The Effect of Marketing Ethics as a Moderator on the Relationship Between Competitor Orientation and SMEs’ Performance in Saudi Arabia," SAGE Open, , vol. 12(3), pages 21582440221, August.
    2. Mohammadian, Mahmoud & Dadashi, Mohammad Ali, 2016. "Marketing Strategies for Organic Products in Iran," International Journal of Agricultural Management and Development (IJAMAD), Iranian Association of Agricultural Economics, vol. 6(2), June.
    3. Wenhao Song & Xifang Ma & Hongyan Yu, 2019. "Entrepreneurial Orientation, Interaction Orientation, and Innovation Performance: A Model of Moderated Mediation," SAGE Open, , vol. 9(4), pages 21582440198, October.
    4. Tarkan Tunç, 2020. "The Joint Effects of Customer and Competitor Orientation on Marketing Performance: A Case of an Industry Leading Firm in Turkey," Istanbul Management Journal, Istanbul University Business School, vol. 0(89), pages 47-71, December.
    5. Annie Royer & Josée St-Pierre, 2020. "Facteurs qui entravent ou facilitent l’expansion des PME en croissance rapide de l’industrie bioalimentaire," CIRANO Project Reports 2020rp-37, CIRANO.
    6. Abdallah A. Sendaro & Rohaizat Baharun, 2020. "Mediating Role of Individual Market Orientation in Emotional Intelligence and Job Performance Relationship for Banking Industry," Global Business Review, International Management Institute, vol. 21(1), pages 18-30, February.
    7. P.K.A. Ladipo & A. Ganiyu Rahim & C. Abayomi Oguntoyibo & I. Olatunji Okikiola, 2016. "Market Orientation and Business Performance: a Study of Interrelationships and Effects in a Small sized Hotels within Lagos State Metropolis," Academic Journal of Economic Studies, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 2(4), pages 98-119, December.
    8. Suha Fouad Salem, 2021. "Do Relationship Marketing Constructs Enhance Consumer Retention? An Empirical Study Within the Hotel Industry," SAGE Open, , vol. 11(2), pages 21582440211, April.

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