The impact of market orientation on business performance has been extensively studied in a wide range of business environments including those in which the multi-national corporation (MNC) subsidiaries operate. What remains unclear is, however, whether the relationship between market orientation...

Purpose – The paper aims to explore the role of market orientation in the multinational company's subsidiary's business performance. Design/methodology/approach – The paper is based on a questionnaire survey/analysis of a sample of 252 foreign subsidiaries in the UK. Findings – The paper...