The impact of market orientation on the development of relational capabilities and performance outcomes: The case of Russian industrial firms |
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Authors: | Maria Smirnova [Author Vitae],Peter Naudé [Author Vitae] |
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Affiliation: | a Graduate School of Management, St Petersburg State University Volkhovsky pereulok 3, 199004, Saint Petersburg, Russiab Manchester Business School, Booth Street West, Manchester, M15 6PB, UKc Department of Marketing, Lancaster University Management School, Lancaster LA1 4YX, UK |
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Abstract: | The article investigates the role of market orientation as an antecedent for the development of relational capabilities and performance in Russian industrial firms. We test the direct role of different aspects of market orientation on business performance in comparison to an indirect and mediated influence via improving a firm's ability to become embedded in relational structures. The results of an empirical study demonstrate the differential impact of components of market orientation - customer orientation, competitor orientation, and interfunctional coordination - as direct and indirect antecedents of relational capabilities and thus subsequently of overall firm performance. It can be shown that in Russian industrial markets competitor orientation directly and positively impacts on performance, while the other two components of market orientation have only a mediated effect on performance via the development of relational capabilities. |
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Keywords: | Market orientation Relational capabilities Business performance Russia Industrial markets |
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