The paper analyses how the technological uncertainty of the environment in which firms operate affect the relationship between market orientation and firm's economic performance. The study is based on a longitudinal dataset, which comprises all large and mid-caps firms included in the Standard and Poors index (500 and 400 respectively) from 1989 to 2004 and that belong to manufacturing and computer sectors. Paper's results show that in highly uncertain technological environments a reverse u-shape relationship links market orientation and firm's economic performance. Conversely in slightly uncertain technological environments a u-shape relationship links market orientation and firm's economic performance. Theoretical and managerial implications of these findings are discussed.
Uncertainty, market orientation and firm’s economic performance / Simoni, Michele; Vagnani, Gianluca. - ELETTRONICO. - (2015), pp. 1-40. (Intervento presentato al convegno 2015 Annual Meeting of the Academy of Management tenutosi a Vancouver, British Columbia V6C 0C3 Canada nel August 7, 2015 - August 11, 2015).
Uncertainty, market orientation and firm’s economic performance
VAGNANI, Gianluca
2015
Abstract
The paper analyses how the technological uncertainty of the environment in which firms operate affect the relationship between market orientation and firm's economic performance. The study is based on a longitudinal dataset, which comprises all large and mid-caps firms included in the Standard and Poors index (500 and 400 respectively) from 1989 to 2004 and that belong to manufacturing and computer sectors. Paper's results show that in highly uncertain technological environments a reverse u-shape relationship links market orientation and firm's economic performance. Conversely in slightly uncertain technological environments a u-shape relationship links market orientation and firm's economic performance. Theoretical and managerial implications of these findings are discussed.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
