| The purpose of this research project is to empirically investigate the relationships between an organization's market orientation, competitive advantage, and performance. Additionally, the research extends current knowledge by linking market orientation, export market activities, competitive advantage, and performance into a unified framework. By studying a sample of U.S. based exporters this investigation extends the current literature on the impact of market orientation in the international environment.; The foundation for the market orientation construct is found in the marketing concept, which is widely regarded as one of the pillars of the marketing discipline. The critical literature discussing the marketing concept is reviewed to provide the appropriate conceptual and theoretical basis for the study.; The importance of a market oriented culture is crucial to all levels of the modern organization. A market orientation is valuable because it focuses the organization on (a) continuously collecting information about target customers' needs and competitors' capabilities, and (b) using this information to create continuously superior customer value. Comprehensive theories explaining the nature and consequences of a market orientation have been developed, and a body of research illustrating the relationship between market orientation and performance has emerged. This research project draws from the market orientation, competitive advantage and export literatures thus extending the market orientation construct into an international context. The research model under investigation provides new insights into the relationship between market orientation, competitive advantage, and firm performance in the international environment. |
