The moderating effects of trust and commitment on market orientation, value discipline clarity, and firm performance

Abstract

It has been suggested that market-oriented firms are able to clearly define how they provide value to consumers (Narver, Slater, & Tietje, 1998; Treacy & Wiersema, 1993). Utilizing a sample of Illinois beef producers, the authors empirically examine the market orientation–clarity–performance link. Results indicate that trust and commitment positively influence market orientation and organizational learning within the firm. Value discipline clarity is shown to have little effect on firm performance, whereas market orientation and organizational learning are shown to be significant contributors to firm performance. Trust and commitment are shown to moderate the linkage between learning and firm performance. [EconLit citations: M140, Q130]. © 2010 Wiley Periodicals, Inc.