Marketing Planning, Market Orientation and Business Performance

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

Abstract

This study examines the relationships between marketing planning, market orientation and business performance. We explore conceptually how linking the behaviours of marketing planning with the values of market orientation might be expected impact on business performance. Our findings suggest that high quality marketing planning can lead to performance benefits, but as antecedent to a market orientation, rather than as an independent activity.