Antecedents and Consequences of Market Orientation in Australia

Sue Pulendran, Melbourne Business School
Richard Speed, Melbourne Business School
Rob Widing, Melbourne Business School

Abstract

The subject of market orientation has been of interest to both researchers and practitioners for several years. The work of Jaworski and Kohli (1993) inspired a substantial body of literature that empirically examined the antecedents and consequences of a market orientation. This article contributes to that body of literature by investigating the antecedents and consequences of market orientation in Australia. The results successfully replicate the Jaworski and Kohli findings, within an Australian environment. Results illustrate that understanding the culture, activities and processes associated with market oriented activity have significant implications for organisations in Australia.