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Examination of the Effects of Market Orientation on Performance: Innovativeness as a Mediator
(Pacific Inst Management, 2021) Yazar, Anil; Tanrikulu, Ceyda
The main purposes of this research were to identify not only the effect of market orientation (with its dimensions) and innovativeness on company performance, but alsothe role of innovation as a mediator in the relationship between market orientation (also its dimensions) and performance. Data werecollected by using self-administrated questionnaire applied to a convenience sample of 150 firms. Regression and mediation analyses wereperformed to test the hypotheses. The main findings demonstrated that market orientation and its dimensions (out of customer orientation)haddual mechanism, which means direct effect and indirect effect via innovativeness as a mediator, on performance. Innovativeness was found to contribute to the company performance in terms of both its direct and mediator effects. The findings were evaluated, and suggestions were presented for future research and practice.