This study examined the customer orientation -performance link in small-and medium-sized businesses and tested for the possible effects of innovation orientation, market dynamism and competitive intensity on the degree of customer orientation among these firms. Specific performance measures used were new product success, sales growth and return on investment (ROI). Based on constructs of these measures, a research scale was developed for the study and data were collected via a self-administered mail survey among a UK samples of smalland medium-sized enterprises (SMEs). The results show a positive effect of customer orientation on SME performance. There are also findings on the varied influences of innovation orientation and the competitive environment on the levels of SME customer orientation. In the light of existing literature, implications of our findings for SME managers, the study's limitations and future research directions are subsequently addressed.

Although the m anagem ent literature is replete with empirical studies on market orientation, a review of the evidence so far suggests that the m ajority of studies have been based on industrialized countries. Despite the fact that the business environm ents in many developing econom ies are rapidly undergoing transformation, thereby influencing the m etamorphoses of firm s from production to marketing orientation, em pirical research relating to market orientation in em erging countries rem ains scant. In an attem pt to provide further insight into the global im portance of market orientation, this study investigated its link with business perform ance in a liberalized developing country. P otential influences of market dynam ism , competitive intensity and m arket growth on this relationship were also exam ined. The results indicate that although m arket orientation does not appear to have a direct impact on sales growth or return on investm ent, the com petitive environment does influence the market orientation -performance link. Directions for future research, limitations of the study and managerial implications of the findings are subsequently identified and discussed.

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The purpose ofthis study was to conduct an exploratop investig-ation into the link between market orientation and business performance in the bioteChnology sector. Based on the nature and character of the biotechnology industy, a multifaceted scale of market orientation was derivedfrom a preuiousb tested and r&ed measure ofthe construct. Data were generatedfrom 62 biotechnologyjm and a variep of market onintation-pPCformance relationships were investig-ated, alongside other potential efects on the dgerent dimensions of business performance. l 3 e jndings indicate that market orientation is positiveb and sign$cant& associated with three of the four pPlformance measures examined. Implications of our jndingsfor biotechnology industry managers are discussed and limitations ofthe study as well as&ture research directions are addressed.

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