| dc.description.abstract | This independent conceptual study paper sought to examine the nature of the relationship between market
orientation and firm performance. The study was done through a review of literature which indicated that the
market orientation construct forms the foundation of marketing. The cultural and behavioral dimensions of
market orientation have been discussed, including the antecedents, moderators and barriers to market orientation
as well as the consequences of market orientation. The theoretical perspectives were based on the Resource
Based Review, the Market Based view and the Contingency theory. The empirical studies reviewed provided
findings that indicate that market orientation influences firm performance. The conclision made is that market
orientation predicts firm performance and that as an antecedent to market orientation, the top management of a
firm and the staff must be on the Frontline in supporting the market orientation. The consequences of a market
orientation will be felt by customers, in the firms’ innovativeness, as well as the employees of the firm. The
conclusion has led to a suggestion to conduct a comprehensive study on the relationship between market
orientation, firm characteristics, competitive strategy and firm performance in the context of a specific industry
in order to fill the knowledge gaps identified in the study. | en_US |
