Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1019214 | Journal of Business Research | 2007 | 7 Pages |
The relationship between market orientation and performance is a cornerstone in the market orientation literature. However, few empirical studies applying objective performance measures raise concerns about whether or not the most market-oriented firms are the best performers. This article reports a study testing the market orientation model using a multi-method approach to measure performance. The study applies two objective performance measures–relative productivity, calculated by data envelopment analysis (DEA) and return on assets (ROA)–and one subjective performance measure-perceived profitability compared to key competitors. Building on empirical data from the hotel industry, the results indicate that market orientation has only a modest effect on relative productivity and no effect on return on assets. The strongest effect of market orientation on performance occurs when applying the subjective performance measure.