Market Orientation, Marketing Innovation as Performance Drivers

Abstract

This paper extends the paradigm of the market orientation-performance link to include a new construct called “marketing innovation.” The setting for the research is the emerging market of India. A second major contribution of the research is an updated and parsimonious scale, consisting of nine items for the measurement of market orientation. Our study shows a strong link between market orientation and firm performance, with partial support for the marketing innovation/performance link. The implication for companies in emerging markets is that they will perform better, in general, if they are more market-oriented.

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