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The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by Strathclyde researchers, including by researchers from the Physical Activity for Health Group based within the School of Psychological Sciences & Health. Research here seeks to better understand how and why physical activity improves health, gain a better understanding of the amount, intensity, and type of physical activity needed for health benefits, and evaluate the effect of interventions to promote physical activity.

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Market orientation versus quality orientation: sources of superior business performance

Hart, Susan and Sittimalakrom, Wuthichai (2004) Market orientation versus quality orientation: sources of superior business performance. Journal of Strategic Marketing, 12 (4). pp. 243-253. ISSN 0965-254X

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Abstract

This paper attempts to investigate the comparative consequences of market orientation and quality orientation. The research idea stems from academic findings that not only does market orientation have similar characteristics at a conceptual level to quality orientation, but both business orientations can be said to provide an organisation with similar benefits. Nevertheless, since evidence shows that market orientation and quality orientation are sources of superior business performance, the question of which business orientation a firm should pursue emerges. This research proposes to examine the direct effect and mediating effect of market orientation and quality orientation on business performance, and also to discover whether the two business orientations are related.