Market orientation and performance: modelling a neural network

  • Silva M
  • Moutinho L
  • Coelho A
 et al. 
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Abstract

Purpose - This 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/approach - This 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. Findings - Relationship among MO and performance was corroborated but MO's impact is poor and based on its first dimension, market intelligence generation. Research limitations/implications - Further research in this field should be conducted using other tools offered by neural network modelling. Practical implications - Managers should give more attention to cross-functional co-ordination in order to improve market intelligence dissemination and responsiveness and, thus, global performance. Originality/value - The paper presents the development of a neural network model to analyse this relationship. [ABSTRACT FROM AUTHOR] Copyright of European Journal of Marketing is the property of Emerald Group Publishing Limited and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Author-supplied keywords

  • ARTIFICIAL intelligence
  • BUSINESS enterprises
  • Business performance
  • COMPUTER programs
  • EVALUATION
  • MANAGEMENT science
  • MARKET orientation
  • MARKETING -- Planning
  • Marketing intelligence
  • Modelling
  • NEURAL networks (Computer science)
  • Neural nets
  • PORTUGAL

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Authors

  • Manuella Silva

  • Luiz Moutinho

  • Arnaldo Coelho

  • Alzira Marques

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