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Market orientation and performance: modelling a neural network

2009-04-03Journal article Restricted access
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datacite.subject.fosCiências Sociais::Economia e Gestão
dc.contributor.authorSilva, Manuela
dc.contributor.authorMoutinho, Luiz
dc.contributor.authorCoelho, Arnaldo
dc.contributor.authorMarques, Alzira
dc.date.accessioned2025-05-12T13:56:40Z
dc.date.available2025-05-12T13:56:40Z
dc.date.issued2009-04-03
dc.description.abstractPurpose: 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.eng
dc.identifier.citationSilva, 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.
dc.identifier.doi10.1108/03090560910935505
dc.identifier.issn0309-0566
dc.identifier.urihttp://hdl.handle.net/10400.8/12869
dc.language.isoeng
dc.peerreviewedyes
dc.publisherEmerald
dc.relation.hasversionhttps://www.emerald.com/insight/content/doi/10.1108/03090560910935505/full/html
dc.relation.ispartofEuropean Journal of Marketing
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subjectMarket orientation
dc.subjectMarketing intelligence
dc.subjectBusiness performance
dc.subjectModelling
dc.subjectNeural nets
dc.subjectPortugal
dc.titleMarket orientation and performance: modelling a neural networkeng
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage437
oaire.citation.issue3/4
oaire.citation.startPage421
oaire.citation.titleEuropean Journal of Marketing
oaire.citation.volume43
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
person.familyNameMarques
person.givenNameAlzira
person.identifier.ciencia-id1519-309E-BC47
person.identifier.orcid0000-0001-6607-852X
relation.isAuthorOfPublicationd558615c-d75f-42b4-8b6c-c160e48304cc
relation.isAuthorOfPublication.latestForDiscoveryd558615c-d75f-42b4-8b6c-c160e48304cc

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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.
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