The Effect of a Market Orientation on Business Profitability

John C. Narver; Stanley F. Slater · Journal of Marketing · 1990

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Author / responsible party

John C. Narver; Stanley F. Slater

Publisher

Journal of Marketing

Year

1990

Language

English

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Marketing academicians and practitioners have been observing for more than three decades that business performance is affected by market orientation, yet to date there has been no valid measure of a market orientation and hence no systematic analysis of its effect on a business's performance. The authors report the development of a valid measure of market orientation and analyze its effect on a business's profitability. Using a sample of 140 business units consisting of commodity products businesses and noncommodity businesses, they find a substantial positive effect of a market orientation on the profitability of both types of businesses.

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APA 7

Narver, J. C. & Slater, S. F. (1990). The Effect of a Market Orientation on Business Profitability. https://doi.org/10.1177/002224299005400403

MLA

Narver, John C, and Stanley F. Slater. "The Effect of a Market Orientation on Business Profitability." 1990. https://doi.org/10.1177/002224299005400403.

Chicago

Narver, John C. and Stanley F. Slater. 1990. "The Effect of a Market Orientation on Business Profitability.". https://doi.org/10.1177/002224299005400403.

Harvard

Narver, J. C. and Slater, S. F. 1990, The Effect of a Market Orientation on Business Profitability, Journal of Marketing, available at: https://doi.org/10.1177/002224299005400403 [Accessed 10 Aug. 2026].

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Title: The Effect of a Market Orientation on Business Profitability

Author / contributors: John C. Narver; Stanley F. Slater

Publisher: Journal of Marketing

Publication year: 1990

Language: English

Subjects

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Profitability index; Market orientation; Business; Measure (data warehouse); Orientation (vector space); Sample (material); Marketing; Commodity; Industrial organization; Finance; Mathematics; Computer science