Is "Consumer Orientation" A Dimension of Market Orientation in Consumer Markets?

This study tests the concept that consumer orientation is a dimension of market orientation. A measure of consumer orientation is added to a three-dimensional second-order market orientation model (MKTOR) with customer orientation, competitor orientation, and interfunctional coordination and tested for effects on competitive advantage. Results support consumer orientation as a fourth dimension of market orientation measuring unobservable characteristics unexplained by the other three dimensions. The three-dimensional MKTOR model can be viewed as a subset of the proposed four-dimensional model, maintaining its original properties. These findings add relevance for implementing the marketing concept in consumer markets, particularly firms embedded in consumer-driven supply networks.