Market orientation and performance : industrial supplier and customer perspectives

Purpose: This paper aims to contribute industrial marketing literature by examining the relationship between market orientation and performance based on multiple perspectives and measures. Although the relationship between market orientation and firm performance has been examined in prior research a gap in the literature exists, as this relationship has not been examined from separate perspectives of managers, salespersons and customers. In addition to this gap in the literature, a further gap exists as these multiple assessments of market orientation have not been examined relative to both subjective and objectives measures of industrial firm performance. Design/methodology/approach: The research is based on data obtained from 111 sales branches of a Fortune 500 industrial supplier. Findings: The results indicate that managers, salespersons and customers all indicate a positive relationship between market orientation and perceived performance. Market orientation and actual branch performance were not related when assessed by any of the three respondent groups. Only salespersons were able to significantly relate perceived firm performance to actual performance. Research limitations/implications: These findings add a new dimensions to the existing stream of literature on the industrial marketing orientation and performance relationship. Originality/value: These findings add new dimensions to the existing stream of literature on the industrial marketing orientation and performance relationship.