Competitive Strategy and Market Orientation: The Relationship and its Implications

Robert E. Morgan*, Carolyn A. Strong

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsResearchpeer-review


MatKet orientation has become a central tenet of marketing. While marketing effectiveness, marketing performance, and marketing success have been presented as important endogenous constructs in the pertinent literature, market orientation has emerged as a critical topic with fertile research opportunities. However, despite the proliferation of conceptual comment and empirical research on this topic, a lacuna remains regarding the nature of association between firms’ level of market orientation and competitive strategy pursued. This paper presents the findings from a study of medium and large industrial manufacturing firms in which firms’ aggressiveness, analysis, defensiveness, futurity, proactiveness, and riskiness in competitive strategy are evaluated against market orientation. The results of the analysis are discussed within the realm of extant knowledge and a number of implications are derived for executives and future research.
Original languageEnglish
Title of host publicationProceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference
EditorsJohn B. Ford, Earl D. Honeycott, Jr.
Number of pages1
Place of PublicationCham
Publication date2015
ISBN (Print)9783319366890
ISBN (Electronic)9783319130842
Publication statusPublished - 2015
Externally publishedYes
Event1998 AMS Annual Conference - Norfolk, United States
Duration: 27 May 199830 May 1998
Conference number: 27


Conference1998 AMS Annual Conference
Country/TerritoryUnited States
SeriesDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science

Bibliographical note

Publisher Copyright:
© 2015, Academy of Marketing Science.


  • Central Tenet
  • Empirical Research
  • Manufacturing Firm
  • Market Orientation
  • Research Opportunity

Cite this