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The purpose of this study is to provide new insights into the link between export market orientation (EMO) and export performance by examining whether managerial ties act to moderate the relationship. Specifically, the study explores whether the extent to which firms have managerial ties (business and political) alters the ways in which the intelligence generation and dissemination components of export market orientation drive export market responsiveness, and in turn, impact on strategic export performance.

Survey data from 100 New Zealand firms exporting to the European Union are used.

The key findings indicate that: export market intelligence generation and dissemination have positive associations with responsiveness; the strength of business ties enhances the relationship between export market intelligence generation and responsiveness; the strength of political ties reduces the relationship between export market intelligence dissemination and responsiveness; and export market responsiveness is positively related to strategic export performance.

The study has implications for export marketing managers and researchers with respect to managing EMO levels and the development of managerial ties.

It has been argued that innovation speed has been inappropriately absent in models of market orientation. The present study seeks to provide new insights into whether and how market orientation's three main components: intelligence generation, intelligence dissemination, and responsiveness affect innovation speed and new product performance, and about the mediating role of innovation speed.

Data were collected from a sample of 247 firms in a variety of manufacturing industries. A mail survey was developed to collect the data.

The results indicate that intelligence generation has an indirect positive effect on innovation speed via intelligence dissemination and responsiveness. Intelligence dissemination influences innovation speed positively, both directly and indirectly through responsiveness. Findings report a curvilinear (J‐shaped) relationship between responsiveness and innovation speed. With regard to the effect of the market orientation's components on new product performance, the findings indicate a positive relationship between responsiveness and new product performance. The parameter estimates for the direct paths linking intelligence generation and intelligence dissemination with new product performance were found to be not significant. Instead, the findings show that intelligence generation and intelligence dissemination influence new product performance indirectly through responsiveness. Finally, a positive relationship was found between innovation speed and new product performance.

The research makes three important contributions to the marketing strategy and new product development literatures. First, by splitting market orientation into the components of intelligence generation, intelligence dissemination and responsiveness, the study provides a closer examination into the effect of market orientation on innovation speed and new product performance. Second, the results indicate that the effects of intelligence generation and intelligence dissemination on innovation speed and new product performance are mediated by responsiveness to market intelligence. Third, findings support the argument that innovation speed partially mediates the effect of market orientation's three main components on new product performance.

In the development of a firm’s market orientation, management commitment plays a critical role. This study aimed to examine the influence of management commitment on market orientation on the basis of the MARKOR framework of market orientation. This was done through a survey of three-star, four-star and five-star licensed hotels located in Ghana. PLS-SEM was used to analyse data based on SmartPLS. Results showed a positive relationship between management commitment and the behavioural processes included in the MARKOR framework of market orientation: intelligence generation, intelligence dissemination and responsiveness to intelligence. Results also revealed that intelligence dissemination mediates the relationship between management commitment and responsiveness to intelligence. Intelligence generation was not found to mediate this relationship. This study has extended current knowledge by elaborating how management commitment influences market orientation practices.

Research focusing on the relation between market orientation and innovation in the Asian emerging economy is limited. The purpose of this study is to advance the extant literature by investigating the relations among market orientation, guanxi networking and innovation using the MARKOR scale.

The research conclusion is drawn based on the experience of 122 Asian emerging market firms operating in a wide variety of industrial sectors. This study explores whether the three MARKOR components (intelligence generation, dissemination and responsiveness) and their interaction with business and political guanxi have a significant effect on firms’ strategic innovation success. Innovation is measured following the practice of the OECD. In addition to the quantitative analyses, this study conducted qualitative interviews with executives of eight respondent firms, to further consolidate the subjects under investigation. The integration of both qualitative and quantitative data enriches the conclusions drawn from the study.

The findings of this study confirm that, when operating in an Asian emerging economy, both intelligence generation and responsiveness have a positive and direct impact on innovation. Though intelligence dissemination has no direct influence on innovation, its alignment with business and political guanxi still leads to a positive effect on innovation. The coalition of responsiveness and political guanxi, however, has a negative influence on innovation. The results of this study add new insights to the extant literature and provide implications for future research and marketing practices in Asian emerging economies.

The findings of this study confirm that, when operating in an Asian emerging economy, both intelligence generation and responsiveness have a positive and direct impact on innovation. Though intelligence dissemination has no direct influence on innovation, its alignment with business and political guanxi still leads to a positive effect on innovation. The coalition of responsiveness and political guanxi, however, has a negative influence on innovation. The results add new insights to the extant literature and provide implications for future research and marketing practices in Asian emerging economies.

Exporting is a popular foreign market entry mode, especially among small- and medium-sized enterprises (SMEs). The success of SME exporters depends on their ability to establish and maintain profitable long-term relationships with foreign customers. This study aims to propose that the development of an effective export sales strategy can contribute greatly toward this aim. The study also demonstrates that export market intelligence generation and export market intelligence dissemination activities are important drivers of export sales strategy. Export sales strategy comprises three dimensions, which are expected to have a positive influence on export performance.

The study uses survey data obtained from 168 exporting firms based in Greece, to test a set of research hypotheses. Structural equation modeling procedures are used.

Findings indicate that export market intelligence generation and dissemination activities support and facilitate the development of effective export sales strategies, tailored to serve individual foreign accounts. Furthermore, all strategic dimensions of export sales strategy demonstrate significant positive effects on export performance.

The research underlines the importance of incorporating export sales strategy in studies that aim to investigate the drivers of export performance.

The findings also indicate that exporting firms must actively engage in market intelligence activities to reinforce their strategic decision-making process.

The study emphasizes the crucial importance of export sales strategy in achieving superior export performance. The study provides a theory-driven conceptualization and operationalization of export sales strategy and offers an empirical assessment of a comprehensive model that includes the key antecedents and performance outcomes of export sales strategy.

This paper aims to examine the level of internal market orientation (IMO) in Indian banking as seen from the perspective of internal customers and suppliers, particularly with regard to the three components of market orientation: intelligence generation, intelligence dissemination, and responsiveness.

The study is based on primary research conducted with data gathered from 611 internal customers and 37 internal suppliers of an Indian private sector bank.

The results indicate that all the three components of market orientation mentioned above determine the IMO level. Furthermore, the continuous emphasis on IMO by internal suppliers results in organizational commitment and job satisfaction among internal customers.

The study is limited to the three main dimensions of IMO: intelligence generation, intelligence dissemination, and responsiveness.

In order to ensure increased satisfaction of internal customers, internal suppliers have to give due cognizance to the three aspects of IMO as these influence the internal customers' commitment, loyalty and hence their retention.

The research findings should prove to be of immense help to bankers, academicians and policymakers. Bankers will be benefited to the extent of ensuring zero internal customer defection through the implementation of effective intelligence generation, intelligence dissemination and responsiveness to internal market needs. Policymakers can devote their energies and resources towards identifying the constraints that lead to lower internal customer satisfaction and accordingly formulate policies aimed at maximizing their satisfaction level, thereby enhancing both market and financial performance of an organization.

The purpose of this study is to provide new insights into the link between market orientation (MO) and strategic performance by disaggregating the MO construct. With a focus on responsiveness, a crucial element of MO, this research explores antecedents as well as outcomes in the strategic business units (SBUs) of MNCs. The decision-making structure of the firm was modeled as a moderator of the link between responsiveness and performance.

Survey data from upper level managers employed by 126 MNC SBUs representing 23 industries were collected.

The key findings indicate that: responsiveness mediates the link between intelligence generation and strategic performance; responsiveness also mediates the link between resource flexibility and strategic performance; and the link between responsiveness and strategic performance is moderated by the SBU's decision-making structure (i.e. centralization).

This study contributes to the conceptual precision of the composite construct MO, and also illustrates an avenue to increase strategic performance. Managerially, it provides managers with prescriptive suggestions for leveraging the value of the elements of MO with respect to the firm's decision-making structure.

The purpose of this paper is to explore the mediating role of organisational harmony and fellow-feelings in the relationship between intelligence generations, dissemination and implementation on business performance and explain how market orientation impacts certain aspects of organisational behaviour which in turn lead to the performance of service firms.

The data set comprises 108 responses of senior managers within the logistics sector. The multi-level sequential mediation path analysis is used to examine the above mediating role.

Results indicate that intelligence dissemination (ID), response implementation (RI) and business performance relationship is significantly mediated via fellow-feelings and organisational harmony. However, the relationship between dissemination, implementation and overall business performance is mostly mediated by fellow-feelings and followed by organisational harmony. Furthermore, when overall market orientation (intelligence generation, dissemination and RI) is used as a determinant of business performance, organsiational harmony emerged as the most significant contributor to organsiational performance.

Managers are urged to focus on building fellow-feelings among their employees, resulting in a harmonious work environment between functional units and market orientation organisation wide.

Compared to previous research, this is one of the first attempts to develop an understanding of fellow-feelings, contributing to organsiational harmony resulting market orientation and, hence, business performance. Market orientation conceptualisations lump intelligence generation, dissemination and RI of business activities together but do not explain how market orientation impacts fellow-feelings and organisational harmony which in turn leads to performance. The authors specifically address this important lacuna in our conceptualisation and propose that ID and RI lead to fellow-feelings within functional departments and results in organisational harmony.

Market orientation (MO) (intelligence generation, intelligence dissemination and responsiveness) is known as one of the key concepts in marketing literature. Although prior research has widely focused on the meaning and application of MO, few attempts have been made to explore how market-oriented firms lead to innovation and market performance and what factors actually moderate this relationship. To fill this gap, the present study aims to explore the relationship between MO, innovation and market performance. This study also attempts to examine the intervening role of IT infrastructure, business analytics (BA) capabilities and market turbulence in the proposed model.

In this study, a questionnaire-based survey was undertaken to test the proposed hypotheses. To verify the proposed theoretical model, partial least squares (PLS)/structured equation modeling (SEM) was performed with 114 valid survey data.

Despite prior studies which postulated innovation performance as the final outcome of MO (Han et al., 1998; Song et al., 2015), this study focused on innovation performance as a mediating outcome which finally leads to market performance. The statistical results approve the putative relationship which means managers would be able to realize the paramount role of innovation as an integral part of achieving higher market performance. In addition, no support was found for the relationship between intelligence generation and responsiveness. This finding shows that not all obtained information can help managers in the decision-making process.

This study aims to enrich literature by developing a conceptual model to test the link between MO, innovation and market performance. The value of this study is to investigate the roles of flexible IT infrastructure, BA capabilities and market turbulence as the potential moderators in the proposed model. The results advance the understanding of the influence of BA capabilities on the link between intelligence dissemination and responsiveness. Findings also show innovation performance as remarkable and deemed valuable capability, leading to higher performance in marketing-related activities, particularly in highly turbulent markets.

This research explores the nature and dimensions of market orientation in an international context by using empirical data from a sample of companies to rigorously test hypotheses regarding market orientation as applied to export operations in the context of the Turkish clothing industry. This aim was fulfilled by reliably and validly measuring the key constructs of export market orientation and finding statistically significant relationships between dependent (export marketing orientation) and independent variables (primarily export strategy and export performance). The results of this study draw conclusions showing that the hypothesised relationship between export market orientation and export performance does exist, and in the case of Turkish clothing exporters, improving an export market orientation level is a significant contributor to the company’s export performance. The results of this study also show the dimension of export market orientation that has the strongest relation with each dimension of export performance, and identifying the other export market orientation dimensions that make a significant contribution to the explanation of export performance.