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Market orientation and performance: modelling a neural network
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| Purpose: This paper aims to investigate the impact of market orientation (MO) on performance using a neural network model in order to find new linkages and new explanations for this relationship. Design/methodology/approach: This investigation is based on a survey data collection from a sample of 192 Portuguese companies. A neural network model has been developed to identify the effects of each dimension of MO on each dimension of performance. Findings: Relationship among MO and performance was corroborated but MO's impact is poor and based on its first dimension, market intelligence generation. Research limitations/implications: Further research in this field should be conducted using other tools offered by neural network modelling. Practical implications: Managers should give more attention to cross-functional co-ordination in order to improve market intelligence dissemination and responsiveness and, thus, global performance. Originality/value: The paper presents the development of a neural network model to analyse this relationship. | 162.97 KB | Adobe PDF |
Orientador(es)
Resumo(s)
Purpose: This paper aims to investigate the impact of market orientation (MO) on performance using a neural network model in order to find new linkages and new explanations for this relationship. Design/methodology/approach: This investigation is based on a survey data collection from a sample of 192 Portuguese companies. A neural network model has been developed to identify the effects of each dimension of MO on each dimension of performance. Findings: Relationship among MO and performance was corroborated but MO's impact is poor and based on its first dimension, market intelligence generation. Research limitations/implications: Further research in this field should be conducted using other tools offered by neural network modelling. Practical implications: Managers should give more attention to cross-functional co-ordination in order to improve market intelligence dissemination and responsiveness and, thus, global performance. Originality/value: The paper presents the development of a neural network model to analyse this relationship.
Descrição
Palavras-chave
Market orientation Marketing intelligence Business performance Modelling Neural nets Portugal
Contexto Educativo
Citação
Silva, M., Moutinho, L., Coelho, A. and Marques, A. (2009), "Market orientation and performance: modelling a neural network", European Journal of Marketing, Vol. 43 No. 3/4, pp. 421-437. https://doi.org/10.1108/03090560910935505.
Editora
Emerald