Determining the scope and impact of market orientation profiles on strategy implementation and performance

Abstract

Strategy implementation and performance in organizations are influenced by its market orientation. Market orientation is the collective of employee behaviors that affects strategy implementation, how an organization interacts with its environment and adjusts to changes within that context. The relationship between market orientation, strategy implementation, and performance is robust across environmental contexts. This study identifies ideal behavioral profiles for organizations seeking to maximize performance by considering the scope and impact of market orientation on strategy implementation. This is accomplished by considering market orientation and strategy profiles in relation to performance in a holistic coalignment perspective, corresponding to competitive contexts characterized by varying degrees of market turbulence and competitive intensity. Important strategic and performance implications of this dynamic are revealed that should be considered by academics and practitioners alike.

Drivers of the Implementation of Strategies in Latin American Firms’ Export Performance

“…These analyses allowed us to verify that the relationships of the structural model don't change significantly. Therefore we can conclude that the mediating role of market orientations is robust, results that reaffirm previous research (Dobni & Luffman, 2003;Kaliappen & Hilman, 2014).…”

“…According to the previous research (Dobni & Luffman, 2003;Ketchen et al, 2007), the alignment between these constructs could yield helpful insights into the optimal strategic position for each firm to successfully address external turbulences (competitive intensity, market turbulence and technological turbulence).…”

Innovation Insights from North American Forest Sector Research: A Literature Review

“…Together, the total can be more than the sum of the parts, since synergies among innovative employees can be realized. In the general literature, market orientation is described as a company culture [49], and a strong, positive relationship is shown with innovativeness [50]. There are indications that forest sector companies recognize the positive relationship between market orientation and innovativeness [19], which has been shown in earlier literature [28].…”

Export Market Orientation for Manufacturing Small-Medium Enterprises in East Java Indonesia

“…Behavioral approach is also adopted by reference [12] in the form of strategy implementation ability to lead and manage the behavior of employees collectively. Furthermore, the ability to align the behavior in a competitive context is the key to business performance.…”