Fred Langerak

TL;DR: In this paper, the authors investigated the structural relationship among market orientation, new product advantage, the proficiency in new product launch activities, and organizational performance and found that market orientation is related positively to product advantage and to the proficiency of market testing, launch budgeting, launch strategy, and launch tactics.

TL;DR: In this paper, the authors examined the relationship between the advantages of electronic grocery shopping, in comparison to traditional in-store shopping, and consumers' perception of the innovation characteristics (i.e., relative advantage, compatibility and complexity).

TL;DR: In this paper, the authors examined the influence of the manufacturer's market orientation on the behaviors of salespersons and purchasers, the impact of these behaviors on relationships with customers and suppliers, and the effect of these relationships on manufacturer's financial performance.

TL;DR: The majority of studies on market orientation claim compelling evidence exists that market orientation has a positive effect on business performance as discussed by the authors, however, there is no unequivocal evidence as to if and when market orientation had a positive impact on the business performance.