Total market orientation, customer value, and market performance from a dual perspective

Abstract

Most approaches to a market orientation focus on generating superior value for customers. Doing so determines the strength of the firm's competitive advantage and thus its level of performance. This article considers this causal chain from a dual perspective, that is, that of companies and their customers. Data collected from 55 companies, involving 146 managers and 425 consumers of branded products that these companies sell, indicate that market orientation correlates with customer value (weak link but statistically significant) but not with a subjective measure of market performance, that is, with customer satisfaction. Moreover, perceived value affects market performance, a finding that corroborates the theory that a business that creates value that a consumer perceives as superior will enjoy improved market performance. © by author(s).