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Effects of market orientation, innovation strategies and value-based pricing on market performance

Deonir De Toni (University of Caxias do Sul, Caxias do Sul, Brazil)
Ricardo Antonio Reche (Faculdade de Integração do Ensino Superior do Cone Sul - FISUL, Garibaldi, Brazil)
Gabriel Sperandio Milan (Universidade do Vale do Rio dos Sinos, São Leopoldo, Brazil)

International Journal of Productivity and Performance Management

ISSN: 1741-0401

Article publication date: 10 May 2021

Issue publication date: 29 November 2022




This study aims to propose and test a theoretical model that contemplates antecedent constructs of organizational performance, as well as the interaction among them.


A survey was conducted with 151 Brazilian exclusive stores in the planned furniture segment. The data analysis was performed using two statistical techniques, focused on hierarchical regression and mediation and moderation tests.


Among the main results of the survey are the direct and significant effects of value-based pricing and innovation strategies and the indirect effect of market orientation on market performance. As for moderation, the authors identified that profitability moderates the relationship between value-based pricing and market performance, and the degree of sales projection moderates the relationship between market orientation and market performance.


The insertion of value-based pricing as a variable in quantitative analysis of market performance meets the lack of academic research. When the constructs are combined or interacted with each other, they have a stronger and more significant effect on performance. In addition, this work proposes two moderating variables that can interfere in the relationship between the analyzed constructs (profitability and sales projection). It was identified that the relationships between the constructs and that the orientation towards the market (despite not directly impacting market performance) interfere with the relationship based on mediation of variable innovation strategies and value-based pricing.



De Toni, D., Reche, R.A. and Milan, G.S. (2022), "Effects of market orientation, innovation strategies and value-based pricing on market performance", International Journal of Productivity and Performance Management, Vol. 71 No. 8, pp. 3556-3580.



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