Haugland, Sven A.; Myrtveit, Ingunn; Nygaard, Arne - In: Journal of Business Research 60 (2007) 11, pp. 1191-1197
The relationship between market orientation and performance is a cornerstone in the market orientation literature. However, few empirical studies applying objective performance measures raise concerns about whether or not the most market-oriented firms are the best performers. This article...