Exploring performance of software houses

Purpose The purpose of this paper is to explore the impact of market orientation on firm performance of software houses and examine the mediating firm innovativeness in the relationship between market orientation and firm performance. Design/methodology/approach Data were collected from the employees of software houses located in two big cities of Pakistan. Mean, SD, correlation and regression analysis were conducted to check the relationship among variables. Findings Results show that the performance of software houses largely depends on firm innovativeness and market orientation. Research limitations/implications The authors recommend that further studies are required to test the propositions in longitudinal research design for achieving in-depth insights. Practical implications Software houses need to pay more attention toward market orientation and innovativeness. Originality/value It has been observed that software houses pay less attention toward market dynamics. This research discusses an implementation approach based on solid theoretical foundations to achieve the firm performance through market orientation and firm innovativeness.