Abstract
This research provides a comprehensive framework elucidating the intricate interplay between market orientation strategies and firm performance. We identified innovation and customer satisfaction as key mediators, bridging the gap between market orientation and enhanced performance. Simultaneously, environmental factors and organizational culture were found to play critical moderating roles, altering the strength and nature of the market orientation-performance linkage. The findings underscore the importance of a balanced approach to market orientation strategies, a keen investment in innovation and customer satisfaction, adaptation to environmental conditions, and fostering an organizational culture conducive to learning and risk-taking. This nuanced understanding can guide firms to strategically align their market orientation strategies for improved performance in today's dynamic business landscape.
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