Market orientation has received substantial academic and practitioner interest over the last
decade. However, previous research has not addressed the issue how a company's
management systems can be designed in a market-oriented way. Starting from a systemsbased
perspective of management, the authors develop and validate a scale measuring the
extent of market orientation of a business organization's management systems including the
organization system, the information system, the planning system, the controlling system, and
the human resource management system. Empirical results reveal a substantial positive
impact of market-oriented management on market performance which in turn leads to
financial performance.
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