The market orientation: competitive organizational strategy

Abstract

This article reports a definition of Market Orientation whieh supported from a perspeetive of strategy implementation. It is different from the studies that eonsider the identity of Market Orientation as the adoption of the marketing eoncept or the implementation of a business culture. The results obtained from two eountries provide empirical support to our definition of Market Orientation as competitive strategy. This is reported independent from the marketing department and is capable of being shared by the non marketing managers. It is also found that the level of its implementation is associated with various criteria of business performance in firms belonging to two industries of the financial sector. The results validate that our definition is broader than the traditional definition of market orientation, marketing orientation, and customer orientation practiced by many companies.