Moderation effects on the market orientation-performance connubial relationship: a developing world perspective

Morah, E.M.I., Wilson, J. and Tzempelikos, N. 2015. Moderation effects on the market orientation-performance connubial relationship: a developing world perspective. Academy of Marketing Conference. University of Limerick, Republic of Ireland 09 Jul 2015

TitleModeration effects on the market orientation-performance connubial relationship: a developing world perspective
AuthorsMorah, E.M.I., Wilson, J. and Tzempelikos, N.
TypeConference paper
Abstract

Market orientation (MO) occupies the front burner in strategic marketing domain. To date, available empirical evidence on the universality and effect of MO on organisational performance continue to generate mixed, conflicting, contradictory, inconsistent and at best inconclusive research findings. Thus, the study investigates the MO-objective performance measure
relationship and the effects of moderation variables in Nigeria. A survey approach was used and the Narver and Slater's (1990) MKTOR scale was adapted to the Nigerian business environment and adopted for the study. Results show that contrary to prior research MO has a direct
relationship with profitability and market share. Amazingly,market turbulence does not moderate the relationship, competitive intensity was found to play a moderating role in the MO-profitability relations but no effect on MO-market share relations. Technological turbulence was found to negatively moderate the MO-profitability link but not for market share. It thus, suggests that the Nigerian business has some resemblance with advanced countries. This may be due
largely to western influence in the country, which leads to changing customer lifestyle and business landscape.

Year2015
ConferenceAcademy of Marketing Conference
Publisher's version

Related outputs

Business-to-Business Marketing: History, Current Practices and Emerging Trends
Morah, E.M.I. 2019. Business-to-Business Marketing: History, Current Practices and Emerging Trends. in: Gbadamosi, A. (ed.) Contemporary Issues in Marketing: Principles and Practice London Sage. pp. 282-334

Where Old Meets the New at beyond the Glass: An analysis of the effect of internet and social media on consumers’ purchase intentions for luxury wine brands
Mai, L.W., Efe, Alp and Morah, E.M.I. 2018. Where Old Meets the New at beyond the Glass: An analysis of the effect of internet and social media on consumers’ purchase intentions for luxury wine brands. ICCMI 2018. Athens, Greece 27 - 29 Jun 2018

Social Media as a Research Tool for the Social and Behavioural Sciences: Opportunities and Methodological Challenges
Morah, E.M.I. 2017. Social Media as a Research Tool for the Social and Behavioural Sciences: Opportunities and Methodological Challenges. 16th European Conference on Research Methodology for Business and Management Studies (ECRM2017). . Dublin Institute of Technology, Dublin, Ireland. 22 - 23 Jun 2017

Re-examining the Innovation Orientation-Organisational Performance Links: The Dynamic Role of Market Orientation in a Developing Economy
Morah, E.M.I. 2017. Re-examining the Innovation Orientation-Organisational Performance Links: The Dynamic Role of Market Orientation in a Developing Economy. Academy of Marketing Conference 2017. University of Hull, UK 03 - 06 Jul 2017

The implementation of market orientation revisited: a change management perspective
Morah, E.M.I. and Wilson, J. 2014. The implementation of market orientation revisited: a change management perspective. Academy of Marketing Conference. Bournemouth University, Bournemouth 10 Jul 2014

Conceptual and methodological challenges in market orientation research
Morah, E.M.I. 2014. Conceptual and methodological challenges in market orientation research. 8th Annual Research Student Conference: The Write Way!. Anglia Ruskin University, Chelmsford, Essex 13 Jun 2014

Strategic options for new product development and the product life cycle
Morah, E.M.I. 2014. Strategic options for new product development and the product life cycle. International Journal of Arts and Sciences (IJAS) Conference. Harvard University, Boston, USA 28 May 2014

The market orientation and organizational performance measures conundrum: a re-visitation of eclectic discord
Morah, E.M.I. 2014. The market orientation and organizational performance measures conundrum: a re-visitation of eclectic discord. British Academy of Management Conference 2014 (BAM2014). Belfast Waterfront, Northern Ireland 10 Sep 2014

Market orientation and organisational performance in Nigeria
Morah, E.M.I. 2013. Market orientation and organisational performance in Nigeria. 7th Annual Research Student Conference. Anglia Ruskin University, Cambridge, UK 28 Jun 2013

Marketing strategies across the product life cycle
Morah, E.M.I. 2012. Marketing strategies across the product life cycle. International Journal of Arts and Sciences (IJAS) Conference. Harvard University, Boston, USA 28 May 2012

Market orientation and organisational performance in Nigeria
Morah, E.M.I. 2012. Market orientation and organisational performance in Nigeria. The Academy of Marketing Doctoral Colloquium. University of Southampton, Southampton, UK 02 Jul 2012

Marketing strategies across the product life cycle
Morah, E.M.I. 2012. Marketing strategies across the product life cycle. International Journal of Business and Management Studies. 1 (1), p. 433–441.

The product life cycle: six decades of controversy
Morah, E.M.I. 2010. The product life cycle: six decades of controversy. ARC Financial Services Private Limited.

Permalink - https://westminsterresearch.westminster.ac.uk/item/996z6/moderation-effects-on-the-market-orientation-performance-connubial-relationship-a-developing-world-perspective


Share this

Usage statistics

148 total views
234 total downloads
These values cover views and downloads from WestminsterResearch and are for the period from September 2nd 2018, when this repository was created.