The Impact of Market Orientation on Espirit De Corps, Customer Orientation, and Business Performance

Market orientation has developed into a well-researched topic since Kohli, Jatworski, Narver, and Slater pioneered the conceptual and theoretical foundations in 1990. This study extends prior empirical research on market orientation to include esprit de corps in the sales area of organizations. A substantial body of research fouls a positive relationship between market orientation and esprit de corps, business performance, and the customer orientation of the salespeople. However, all firms have not embraced market orientation. This paper extends previous work by showing that market-oriented business practices, while important to most organizations, may not be important to all organizations.