An Examination of the Form of Market Orientation in Australian Companies

Abstract

This paper replicates and extends Greenley's (1995) UK study, by examining the forms of market orientation in Australian companies. Using the three sub-construct MKTOR measure of market orientation and appropriate cluster analysis techniques, three ‘balanced’ forms of market orientation emerge: comprehensive, intermediate and underdeveloped. These results contrast to those for U.K. companies where more fragmented and singly focussed forms of market orientation were identified, Greenley (1995). However, consistent with findings from both the U.K. and the U.S., we find that Australian organisations in general give more emphasis to customer and competitor orientation and less emphasis to interfunctional co-ordination, when developing a market orientation.