Silva, M., Moutinho, L., Coelho, A. and Marques, A. (2009) Market orientation and performance: modelling a neural network. European Journal of Marketing, 43(3-4), pp. 421-437. (doi: 10.1108/03090560910935505)
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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.
Item Type: | Articles |
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Status: | Published |
Refereed: | Yes |
Glasgow Author(s) Enlighten ID: | Moutinho, Professor Luiz |
Authors: | Silva, M., Moutinho, L., Coelho, A., and Marques, A. |
College/School: | College of Social Sciences > Adam Smith Business School > Management |
Journal Name: | European Journal of Marketing |
Publisher: | Emerald Group Publishing Limited |
ISSN: | 0309-0566 |
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