Marketing Planning, Market Orientation and Performance: An Empirical Study of Australian Organisations

Abstract

Market orientation is the goal for several organisations today. The closer organisations are able to move towards being market oriented, the greater is their ability to develop superior customer value and compete successfully (Narver and Slater 1990; Jaworski and Kohli 1993; Greenley 1995). Recent literature on the market orientation of the firm has focused largely on (1) the performance benefits of being customer focused and the various conditions in which market orientation will flourish (Narver and Slater 1990; Kohli and Jaworski 1993; Greenley 1995; Diamantapoulos and Hart 1993); and (2) key attributes of market oriented firms such as reward systems, interdepartmental dynamics, involving human resources.