In the last 30 years, Japan has come from a second‐rate status to the world′s economic giant, leading the world in electronics, automobiles, steel, shipbuilding and virtually anything else to which she has set her mind. The Japanese aim was and still is to be world‐class suppliers of the...

The extant literature suggests that performance may be a function of the degree to which market information is systematically collected, disseminated and responded to (i.e. market orientation). However, the majority of empirical research on the market orientation to performance relationship has...