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Market Orientation: Its Measurement and Role in Canadian Manufacturing and Telecommunication Firms

Numerous market orientation studies commend the merits of being market oriented. However, few have examined Canadian industries; even fewer the telecommunications (telecom) sector. Findings from this empirical study indicate that market orientation is related to performance of Canadian businesses in both the telecommunications and general manufacturing sectors. Market conditions are found to be related both indirectly and directly to performance and the market orientation–performance relationship.