Market Orientation and Company Performance: Empirical Evidence From UK Companies
研究了英国公司中市场导向与绩效的关系，发现环境变量会调节这种关系，在高度动荡的市场或低客户权力、高技术变革条件下，市场导向可能并不有利。
SUMMARY There has been little empirical investigation of a relationship between market orientation and performance, which is assumed to exist in the strategic management and marketing literatures. This limited empirical evidence is equivocal, and is dominated by only two US studies. The overall aim of the study reported in this article was to build on this limited empirical evidence about a relationship, by achieving new insights from another national business culture, namely the UK. Unlike the US evidence, the results from this study suggest that the influence of market orientation on performance is moderated by environmental variables. They suggest that market orientation may not be advantageous in highly turbulent markets, and in conditions of low customer power and high technological change.