The role of organizational competencies in the market‐orientation‐performance relationship: An empirical analysis
International Journal of Commerce and Management
ISSN: 1056-9219
Article publication date: 13 March 2009
Abstract
Purpose
The purpose of this paper is to examine the specific ways in which market orientation of an organization contributes to the creation of organizational competencies that lead to superior performance.
Design/methodology/approach
Survey data from 159 acute care hospitals were statistically analyzed to test the research hypotheses.
Findings
Market orientation makes a significant contribution to the creation of a number of organizational competencies which, in turn, lead to superior performance in the areas of cost containment, growth in revenue, success in retaining patients, and success of new services.
Originality/value
Given the changing competitive landscape in the health care industry, managers of these organizations are increasingly being forced to recognize organizational competencies so that they can leverage them for market success. A set of competencies leads to the organization becoming market orientated. Market orientation, in turn, leads to organizational success in a variety of areas.
Keywords
Citation
Subramanian, R., Kumar, K. and Strandholm, K. (2009), "The role of organizational competencies in the market‐orientation‐performance relationship: An empirical analysis", International Journal of Commerce and Management, Vol. 19 No. 1, pp. 7-26. https://doi.org/10.1108/10569210910939645
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited