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Dynamic capabilities and competitive advantages as mediator variables between market orientation and business performance

Ricardo Jorge Correia (Instituto Politécnico de Bragança, Campus de Santa Apolónia, Bragança, Portugal)
José G. Dias (Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU-IUL), Lisboa, Portugal)
Mário Sérgio Teixeira (Universidade de Trás-os-Montes e Alto Douro (UTAD), Centro de Estudos Transdisciplinares para o Desenvolvimento (CETRAD), Vila Real, Portugal)

Journal of Strategy and Management

ISSN: 1755-425X

Article publication date: 17 November 2020

Issue publication date: 3 May 2021

1126

Abstract

Purpose

This paper aims to explore a new causal link between market orientation and business performance by introducing dynamic capabilities as a mediator of the relationship between market orientation and competitive advantages, which ultimately determine business performance.

Design/methodology/approach

The mediating roles of dynamic capabilities and competitive advantages are tested with a sample of 1,190 Portuguese firms using a structural equation model.

Findings

The results confirm the hypotheses regarding the mediating roles of the competitive advantages (differentiation and cost leadership) in the relationship between dynamic capabilities and business performance. Additionally, dynamic capabilities also mediate the relationship between market orientation and competitive advantages.

Practical implications

This study shows that business performance depends on the capacity of firms to collect the best market information on customers and competitors, to disseminate this information throughout their internal structure and ultimately optimize its use to respond appropriately to market challenges and trends. These will provide firms with a set of capabilities and a competitive advantage.

Originality/value

This study provides empirical evidence on the understanding of the relationship between market orientation and performance, through the mediating effects of both dynamic capabilities and competitive advantages.

Keywords

Acknowledgements

This work was supported by national funds, through the FCT – Portuguese Foundation for Science and Technology, under the projects UIDB/04011/2020 and UIDB/00315/2020. We sincerely appreciate the valuable comments and suggestions from the editor and reviewers, which helped us improve the quality of the article.

Citation

Correia, R.J., Dias, J.G. and Teixeira, M.S. (2021), "Dynamic capabilities and competitive advantages as mediator variables between market orientation and business performance", Journal of Strategy and Management, Vol. 14 No. 2, pp. 187-206. https://doi.org/10.1108/JSMA-12-2019-0223

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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