Innocent  Otache, Rosli  Mahmood, 
    Market Orientation and Firm Performance: The Role of Organizational Culture and External Environment-A Proposed Model,
    International Business Management,
    Volume 9,Issue 5,
    2015,
    Pages 816-823,
    ISSN 1993-5250,
    ibm.2015.816.823,
    (https://makhillpublications.co/view-article.php?doi=ibm.2015.816.823)
    Abstract: This study proposes a model which depicts the mediating and moderating effects of organizational culture and external environment on the relationship between market orientation and firm performance. From the review of existing literature, the proposed model is developed. Based on the proposed model, we argue that although market orientation has impact on firm performance but that its impact will be greater when organizational culture and external environment are supportive.
    Keywords: Market orientation;firm performance;organizational culture;external environment;moderating