Abstract
Marketing continues to provide a focus for empirical research; not only to define its nature and scope, but also its impact on an organization's performance. While there is little precise agreement regarding the definition and manifestation of marketing, the consensus view is that marketing emphasizes customer's needs and their satisfaction. In a recent article, Kohli and Jaworski (1990) operationalize the marketing concept and put forward certain propositions that link elements of a market orientation, contextual factors and business performance. This paper examines a number of these propositions empirically, concluding that the market orientation — business performance relationship is situation-specific subject to various moderating influences.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
