Market orientation and performance: modelling a neural network-Reference-Cited by-同舟云学术

Market orientation and performance: modelling a neural network

Published:2009-04-03 Issue:3/4 Volume:43 Page:421-437
ISSN:0309-0566
Container-title:European Journal of Marketing
language:en
Short-container-title:

Author:

Silva Manuela,Moutinho Luiz,Coelho Arnaldo,Marques Alzira

Abstract

PurposeThis paper aims to investigate the impact of market orientation (MO) on performance using a neural network model in order to find new linkages and new explanations for this relationship.Design/methodology/approachThis investigation is based on a survey data collection from a sample of 192 Portuguese companies. A neural network model has been developed to identify the effects of each dimension of MO on each dimension of performance.FindingsRelationship among MO and performance was corroborated but MO's impact is poor and based on its first dimension, market intelligence generation.Research limitations/implicationsFurther research in this field should be conducted using other tools offered by neural network modelling.Practical implicationsManagers should give more attention to cross‐functional co‐ordination in order to improve market intelligence dissemination and responsiveness and, thus, global performance.Originality/valueThe paper presents the development of a neural network model to analyse this relationship.

Publisher

Emerald

Subject

Marketing

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