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Article
Market Orientation and Enterprise Policy
European Journal of Marketing (2009)
  • Don O'Sullivan
  • Patrick Butler
Abstract
Enterprise policy in European economies is commonly focused on enhancing market orientation as a driver of firm performance. Irish enterprise policy, which is frequently cited as a model of best practice, focuses on developing market orientation within the States’ high-value-added sectors. However, based on a study of firms operating within these sectors of the Irish economy, the authors find that market orientation is not directly associated with either subjectively- or objectively-measured performance. The implications for enterprise policy in European economies and for the evolving understanding of market orientation are considered. The moderating effects of several environmental factors are also addressed.
Keywords
  • Market Orientation,
  • Enterprise Policy
Disciplines
Publication Date
2009
Citation Information
O’Sullivan, D. & Butler, P. “Market Orientation and Enterprise Policy” European Journal of Marketing, 2009, Vol. 43, No. 11/12, 1349-1364.