IDEAS home Printed from https://ideas.repec.org/a/sae/sagope/v4y2014i4p2158244014553590.html
   My bibliography  Save this article

Market Orientation Practices and Effects on Organizational Performance

Author

Listed:
  • Haim Hilman
  • Narentheren Kaliappen

Abstract

Today’s organizations need market orientation practices to strive and generate superior performance and competitive advantage in the modern turbulent marketplace. Thus, this research inspects the respective links between the dimensions of (a) competitor orientation and (b) customer orientation and performance in the context of hotels in Malaysia. Data were gathered through self-administrated mail questionnaires directed to the top- and middle-level managers of three- to five-star-rated hotels in Malaysia. The findings indicated that hotels in Malaysia practiced competitor orientation and customer orientation as their core marketing strategy. Specifically, both competitor orientation and customer orientation positively linked to organizational performance. Few studies have investigated the practices and effects of market orientation on performance in the Malaysian hotel setting. Therefore, this study provided new insights into the understanding of market orientation practices in the hotel industry, particularly in Malaysia. In addition, the significance of this study, potential limitations, and future examination directions are highlighted.

Suggested Citation

  • Haim Hilman & Narentheren Kaliappen, 2014. "Market Orientation Practices and Effects on Organizational Performance," SAGE Open, , vol. 4(4), pages 21582440145, September.
    • Handle: RePEc:sae:sagope:v:4:y:2014:i:4:p:2158244014553590
    DOI: 10.1177/2158244014553590
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/2158244014553590
    Download Restriction: no
    File URL: https://libkey.io/10.1177/2158244014553590?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
    2. Zhou, Kevin Zheng & Brown, James R. & Dev, Chekitan S., 2009. "Market orientation, competitive advantage, and performance: A demand-based perspective," Journal of Business Research, Elsevier, vol. 62(11), pages 1063-1070, November.
    3. Frambach, R.T. & Prabhu, J.C. & Verhallen, T.M.M., 2003. "The influence of business strategy on new product activity : The role of market orientation," Other publications TiSEM 64c2e300-9f26-4178-ba34-2, Tilburg University, School of Economics and Management.
    4. Paul D. Ellis, 2006. "Market Orientation and Performance: A Meta‐Analysis and Cross‐National Comparisons," Journal of Management Studies, Wiley Blackwell, vol. 43(5), pages 1089-1107, July.
    5. Dionisis Skarmeas & Constantine S Katsikeas & Bodo B Schlegelmilch, 2002. "Drivers of Commitment and its Impact on Performance in Cross-Cultural Buyer-Seller Relationships: The Importer's Perspective," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 33(4), pages 757-783, December.
    6. David J. Teece & Gary Pisano & Amy Shuen, 1997. "Dynamic capabilities and strategic management," Strategic Management Journal, Wiley Blackwell, vol. 18(7), pages 509-533, August.
    7. Chee-Hua Chin & May-Chiun Lo & T. Ramayah, 2013. "Market Orientation and Organizational Performance," SAGE Open, , vol. 3(4), pages 21582440135, November.
    8. Slater, Stanley F. & Narver, John C., 1994. "Market orientation, customer value, and superior performance," Business Horizons, Elsevier, vol. 37(2), pages 22-28.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Moad Hamod Saleh & Mohammed A. Al-Hakimi, 2022. "The Effect of Marketing Ethics as a Moderator on the Relationship Between Competitor Orientation and SMEs’ Performance in Saudi Arabia," SAGE Open, , vol. 12(3), pages 21582440221, August.
    2. Mohammadian, Mahmoud & Dadashi, Mohammad Ali, 2016. "Marketing Strategies for Organic Products in Iran," International Journal of Agricultural Management and Development (IJAMAD), Iranian Association of Agricultural Economics, vol. 6(2), June.
    3. Wenhao Song & Xifang Ma & Hongyan Yu, 2019. "Entrepreneurial Orientation, Interaction Orientation, and Innovation Performance: A Model of Moderated Mediation," SAGE Open, , vol. 9(4), pages 21582440198, October.
    4. Tarkan Tunç, 2020. "The Joint Effects of Customer and Competitor Orientation on Marketing Performance: A Case of an Industry Leading Firm in Turkey," Istanbul Management Journal, Istanbul University Business School, vol. 0(89), pages 47-71, December.
    5. Annie Royer & Josée St-Pierre, 2020. "Facteurs qui entravent ou facilitent l’expansion des PME en croissance rapide de l’industrie bioalimentaire," CIRANO Project Reports 2020rp-37, CIRANO.
    6. Abdallah A. Sendaro & Rohaizat Baharun, 2020. "Mediating Role of Individual Market Orientation in Emotional Intelligence and Job Performance Relationship for Banking Industry," Global Business Review, International Management Institute, vol. 21(1), pages 18-30, February.
    7. P.K.A. Ladipo & A. Ganiyu Rahim & C. Abayomi Oguntoyibo & I. Olatunji Okikiola, 2016. "Market Orientation and Business Performance: a Study of Interrelationships and Effects in a Small sized Hotels within Lagos State Metropolis," Academic Journal of Economic Studies, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 2(4), pages 98-119, December.
    8. Suha Fouad Salem, 2021. "Do Relationship Marketing Constructs Enhance Consumer Retention? An Empirical Study Within the Hotel Industry," SAGE Open, , vol. 11(2), pages 21582440211, April.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Bhattarai, Charan Raj & Kwong, Caleb C.Y. & Tasavori, Misagh, 2019. "Market orientation, market disruptiveness capability and social enterprise performance: An empirical study from the United Kingdom," Journal of Business Research, Elsevier, vol. 96(C), pages 47-60.
    2. Solano Acosta, Alexandra & Herrero Crespo, Ángel & Collado Agudo, Jesús, 2018. "Effect of market orientation, network capability and entrepreneurial orientation on international performance of small and medium enterprises (SMEs)," International Business Review, Elsevier, vol. 27(6), pages 1128-1140.
    3. Abebe, Michael A. & Angriawan, Arifin, 2014. "Organizational and competitive influences of exploration and exploitation activities in small firms," Journal of Business Research, Elsevier, vol. 67(3), pages 339-345.
    4. Safal Batra & Sunil Sharma & Mukund R. Dixit & Neharika Vohra, 2015. "Strategic Orientations and Innovation in Resource-constrained SMEs of an Emerging Economy," Journal of Entrepreneurship and Innovation in Emerging Economies, Entrepreneurship Development Institute of India, vol. 24(1), pages 17-36, March.
    5. Theoharakis, Vasilis & Hooley, Graham, 2008. "Customer orientation and innovativeness: Differing roles in New and Old Europe," International Journal of Research in Marketing, Elsevier, vol. 25(1), pages 69-79.
    6. Stefano Denicolai & Antonella Zucchella & Federico Moretti, 2018. "Not So Similar After All: Exploring The Diversity Of Strategic Orientations For Innovation," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 22(04), pages 1-33, May.
    7. Alteren, Gro & Tudoran, Ana Alina, 2016. "Enhancing export performance: Betting on customer orientation, behavioral commitment, and communication," International Business Review, Elsevier, vol. 25(1), pages 370-381.
    8. Leonidou, Leonidas C. & Leonidou, Constantinos N. & Fotiadis, Thomas A. & Aykol, Bilge, 2015. "Dynamic capabilities driving an eco-based advantage and performance in global hotel chains: The moderating effect of international strategy," Tourism Management, Elsevier, vol. 50(C), pages 268-280.
    9. Tsao, Wen-Yu, 2014. "Enhancing competitive advantages: The contribution of mediator and moderator on stickiness in the LINE," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 933-941.
    10. Wang, Cheng Lu & Chung, Henry F.L., 2013. "The moderating role of managerial ties in market orientation and innovation: An Asian perspective," Journal of Business Research, Elsevier, vol. 66(12), pages 2431-2437.
    11. Daekwan Kim & Ruey-Jer Bryan Jean & Rudolf R. Sinkovics, 2018. "Drivers of Virtual Interfirm Integration and Its Impact on Performance in International Customer–Supplier Relationships," Management International Review, Springer, vol. 58(3), pages 495-522, June.
    12. Dominik M. Wielgos & Christian Homburg & Christina Kuehnl, 2021. "Digital business capability: its impact on firm and customer performance," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 762-789, July.
    13. Matanda, Margaret Jekanyika & Freeman, Susan, 2009. "Effect of perceived environmental uncertainty on exporter-importer inter-organisational relationships and export performance improvement," International Business Review, Elsevier, vol. 18(1), pages 89-107, February.
    14. Martín-Rojas, Rodrigo & Garrido-Moreno, Aurora & García-Morales, Víctor J., 2023. "Social media use, corporate entrepreneurship and organizational resilience: A recipe for SMEs success in a post-Covid scenario," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    15. Dildar Hussain & Marijana Sreckovic & Josef Windsperger, 2018. "An organizational capability perspective on multi-unit franchising," Small Business Economics, Springer, vol. 50(4), pages 717-727, April.
    16. Wang, Chun-Ju & Wu, Lei-Yu, 2012. "Team member commitments and start-up competitiveness," Journal of Business Research, Elsevier, vol. 65(5), pages 708-715.
    17. Michael Sheppard, 2020. "The relationship between discretionary slack and growth in small firms," International Entrepreneurship and Management Journal, Springer, vol. 16(1), pages 195-219, March.
    18. Kibeshi Kiyabo & Nsubili Isaga, 2019. "Strategic entrepreneurship, competitive advantage, and SMEs’ performance in the welding industry in Tanzania," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 9(1), pages 1-23, December.
    19. Lee, Ruby P. & Johnson, Jean L. & Grewal, Rajdeep, 2008. "Understanding the antecedents of collateral learning in new product alliances," International Journal of Research in Marketing, Elsevier, vol. 25(3), pages 192-200.
    20. Jean, Ruey Jer “Bryan” & Kim, Daekwan & Bello, Daniel C., 2017. "Relationship-based product innovations: Evidence from the global supply chain," Journal of Business Research, Elsevier, vol. 80(C), pages 127-140.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:sagope:v:4:y:2014:i:4:p:2158244014553590. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.