Market orientation and performance: modelling a neural network

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
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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