Internet Support Companies: The Impact of Marketing Orientation

Several studies have expanded the work by Jaworski and Kohli (1993) by using their market orientation framework model and applying it to a variety of industries. The results of recent studies have uncovered strong relationships between the concepts of market orientation and organizational performance. The large body of research on the topic of market orientation has not been applied to companies critical to commercial transactions over the Internet. This study explored implementation of market orientation in the context of web hosting and Internet service providers to understand impact of market orientation on these kinds of companies. The study results indicate that market orientation is positively related to performance. Implications for theory construction and managerial practice relevant to companies engaged in ecommerce are discussed.