Market orientation versus quality orientation: sources of superior business performance

Abstract

This paper attempts to investigate the comparative consequences of market orientation and quality orientation. The research idea stems from academic findings that not only does market orientation have similar characteristics at a conceptual level to quality orientation, but both business orientations can be said to provide an organisation with similar benefits. Nevertheless, since evidence shows that market orientation and quality orientation are sources of superior business performance, the question of which business orientation a firm should pursue emerges. This research proposes to examine the direct effect and mediating effect of market orientation and quality orientation on business performance, and also to discover whether the two business orientations are related.

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