The nature of the relationship between market orientation and performance by Mark J. French

“…In this study, it is proposed that market orientation has different curvilinear relationships with different types of performance. Using a performance categorisation suggested by Kirca et al (2005), it is theorised that market orientation s relationship with revenue-based performance (e.g. sales growth, market share growth) is subject to diminishing returns such that performance is enhanced for all levels of market orientation but the incremental benefits diminish as market orientation increases. …”
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