European Journal of Marketing: Volume 36 Issue 9/10

Guest editorial: Market orientation and service firm performance – a research agenda

Brendan J. Gray, Graham J. Hooley

The service sector is an increasingly important source of job creation and economic wealth, and accounts for more than 75 per cent of the GDP of many developed economies. Yet…

Market‐oriented value creation in service firms

Rod B. McNaughton, Phil Osborne, Brian C. Imrie

A fundamental proposition in marketing strategy is that a market orientation is positively related to firm performance. However, the mechanisms of this relationship have yet to be…

Market orientation in service: A review and analysis

Águeda Esteban, Ángel Millán, Arturo Molina, David Martín‐Consuegra

The association between economic development and growth of the service sector seems indisputable. Although it is necessary to highlight that services are of a different nature…

Market orientation and social services in private non‐profit organisations

Rodolfo Vázquez, Luis Ignacio Álvarez, María Leticia Santos

Very little attention has been devoted so far to the study of the market orientation concept in private non‐profit organisations. However, there is a general agreement concerning…

Culture and leadership in market‐oriented service organisations

Hans Kasper

The fields of market orientation and services marketing are still rather new domains of scientific research. It appears that they have quite a few challenging topics in common…

How does market orientation contribute to service firm performance?: An examination of alternative mechanisms

Sheelagh Matear, Phil Osborne, Tony Garrett, Brendan J. Gray

This study utilises the inter‐relationship between market orientation and innovation in order to examine alternative mechanisms through which market orientation contributes to…

Market‐oriented behavior: Comparing service with product exporters

John W. Cadogan, Sanna Sundqvist, Risto T. Salminen, Kaisu Puumalainen

The activities of service and product firms are compared in terms of their market‐oriented behavior in their export operations (i.e. their export market‐oriented (EMO) behavior)…

Antecedents of international performance: A service firms’ perspective

Muris Cicic, Paul Patterson, Aviv Shoham

Madsen synthesized international performance studies and identified 20 performance antecedents. Of these, 12 are unrelated to international performance or have conflicting…

Redefining market orientation from a relationship perspective: Theoretical considerations and empirical results

Gabriele Helfert, Thomas Ritter, Achim Walter

Many studies have shown that market orientation is important for firms because it has a positive impact on performance. However, several studies have indicated that the relation…

Market orientation and incumbent performance in dynamic market

Monica L. Perry, Alan T. Shao

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…

Market orientation and business performance: A framework for service organizations

Chiquan Guo

Market orientation is one of the major research streams in strategic marketing developed during the past ten years. Since its inception in the early 1990s, the major thrust of…

Service Management and Marketing: Customer Relationship Perspective (2nd edition)

Richard J. Brodie