Market orientation for sustainable performance and the inverted-U moderation of firm size: Evidence from the Greek shipping industry

The findings show the effects of market orientation upon firm performance for shipping companies by disaggregating MO to its constituting factors, those of responsiveness, intelligence generation and dissemination. Further, we uncover the differences in the size of shipping companies on the MO-Performance (P) link. Findings indicate that there is an inverted U-shape effect of size on firm MO performance and identify where improvements are required.