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Market orientation, marketing capabilities, and firm performance
Market orientation, marketing capabilities, and firm performance
Neil A. Morgan,Douglas W. Vorhies,Charlotte H. Mason
2009 · DOI: 10.1002/SMJ.764
1,502 citations
TLDR
It is found that market orientation has a direct effect on firms' return on assets (ROA), and that marketing capabilities directly impact both ROA and perceived firm performance.