Given the socio‐economic importance of cooperative firms and in the light of evidence that they are an effective option for competing in complex environments, an intensive examination of their organizational model is required. It is significant that some of the most consolidated worker cooperative organizations have focused on Market Orientation. The central purpose of this research is therefore to examine the influence of a set of internal antecedents of market orientation found in cooperatives. We shall then verify the possible benefits of market orientation on their business performance. The subject of this analysis will be the worker‐owned businesses that make up the Mondragon cooperative group, a global pioneer in democratic business practice.

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