Work

Impact of market orientation on firm’s customer-based performance: the moderating role of employee orientation

Year: 2019

Type: article

Abstract: In this paper, we examine the influence of employee orientation (EO) on converting constituent dimensions of market orientation (MO) into customer-based performance (CBP) and consider the robustness of these relationships in the context of firm age and size. Based on a sample of 410 mid-to-senior-level managers working in UK service industries, we find that all three dimensions of MO positively influence CBP. While highlighting the utility of employing a multidimensional approach to evaluate the customer-based outcome of MO implementation we highlight the nuanced role of EO in strengthening the MO–performance relationship and emphasise the crucial role employees play in implementing different strategic orientations in a perceivable way to customers.

Source: Journal of Marketing Management

DOI: 10.1080/0267257x.2019.1585928

Authors: Mujahid Mohiuddin Babu, Hongfei Liu, Chanaka Jayawardhena, Bidit Lal Dey

Institutions: Coventry University, University of Essex, University of Hull, Brunel University of London

Language: English

Topic: Innovation and Knowledge Management

Subfield: Strategy and Management

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Decent work and economic growth

Open Access status: green

OpenAlex ID: W2943679905