RT Journal Article
T1 Market orientation and business economic performance : a mediated model
A1 Maydeau Olivares, Alberto
A1 Lado, Nora
AB Previous studies have found that market orientation significantly predicts economic performance. The present study attempts to provide a necessarily partial model for how this impact takes place using innovation degree, innovation performance and customer loyalty as intermediate variables. The study targets the insurance industry in the European Union. The sample accounted for 22 percent of the companies and 17 percent of the insurance premiums in this market. The results suggest that the addition of these variables improves predictions of objective economic performance 52 percent over what is explained by market orientation alone. Furthermore, the study found that the effects of market orientation on economic performance are completely channeled (mediated) through these variables, particularly through innovation degree and innovation performance. Based on the results the paper provide guidelines for improving the market share, premium growth and profitability of European Union insurance firms.
PB Emerald
SN 0956-4233
YR 2003
FD 2003
LK https://hdl.handle.net/10016/7663
UL https://hdl.handle.net/10016/7663
LA eng
DS e-Archivo
RD 9 may. 2024