An integrative model of market orientation constructs in consumer goods industry: an empirical evidence

Abstract

Literature review had shown separate focus on measuring marketing concept adoption and implementation (market orientation). Additionally, it is clear from the intensive work on market orientation that there is lack of studies in targeted least developed countries. Therefore, the main purpose of this study is to build on the lack of empirical evidence by developing an integrative model to examine the linkage between marketing concept adoption and market orientation constructs in Yemeni’s industry. Multiple-informant data were collected using face-to-face questionnaire method and strategic business unit (SBU) was the unit of analysis within Yemeni’s consumer goods industry. The proposed model was examined using correlation analysis, path analysis and suggested fit indices using AMOS program. All of the variables had shown to be positively and significantly correlated. The integrative model achieved high fit indices and the cultural dimensions are found to have a partial mediation role of the relationship between marketing concept adoption and behavioral dimensions of market orientation.