TY  - JOUR
T1  - Market Orientation and Firm Performance: The Role of Organizational Culture and External Environment-A Proposed Model
AU - Otache, Innocent AU - Mahmood, Rosli 
JO  - International Business Management
VL  - 9
IS  - 5
SP  - 816
EP  - 823
PY  - 2015
DA  - 2001/08/19
SN  - 1993-5250
DO  - ibm.2015.816.823
UR  - https://makhillpublications.co/view-article.php?doi=ibm.2015.816.823
KW  - Market orientation
KW  -firm performance
KW  -organizational culture
KW  -external environment
KW  -moderating
AB  - 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.
ER  -