Market orientation and performance: modelling a neural network

Abstract

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.