The Influence of Market Orientation and Its Dimensions on Marketing Performance

Authors

  • Sunardi Sembiring Brahmana*, Nurlaela, Nurul Azmi

Abstract

In the last five years, creative fashion industry in Bandung, West Java has been rapidly
growing, which in turn escalates the competition among firms within the industry. As its
name implies that the key factor in this industry is creativity. Firms within this industry
should maintain certain level of creativity in order to survive in the turbulence environment.
Market orientation is one of the key cultural factors that could foster firms’ creativity through
the expressed behaviors such as: customer orientation, competitor orientation, and interfunctional coordination. Behaviors embedded in market orientation culture would trigger
and fostering firms’ capability that could be directed to develops firms’ creativity. Hence,
creativity is a tool that firms used to deal with environment. This study was conducted to
explain how market orientation along with its embedded behaviors related with firms’
performance. Data was collected from 160 creative fashion firms in Bandung, West Java.
This study found that market orientation is significantly determined firms’ marketing
performance. However, among the three embedded behaviors of market orientation, it is
found that only inter-functional coordination has significantly influence marketing
performance, while the other two behaviors are found insignificant.

Published

2020-10-17

Issue

Section

Articles