Market Orientation and Business Performance

Abstract

Abstract The purpose of this study was to conduct an investigation into the link between market orientation and business performance using sample data from firms operating in Mainland China, a communist country undergoing economic transformation from a planned economy to a market economy. The study found that market orientation was positively and significantly associated with sales growth, customer retention and overall performance. Implications of our findings were discussed and limitations of the study as well as future research directions were addressed.