The effects of market orientation and cooperation on performance

• Autor(a) principal: Azevedo, Carlos Alberto Figueiral
• Data de Publicação: 2009
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/1965
• topic: Market orientation; Trust; Cooperation and Performance; Orientação para o Mercado; Confiança; Cooperação e Performance

Cooperation in the marketing channel has conquered an increasingly prominent role in contemporary business strategy and tactics and has been considered a key driver of value for partnering companies. Currently is undesirable for organizations to operate alone, because they are under pressure to reduce costs, improve service quality and share risks. As such, companies are pressured to Cooperate more toward the same goals in order to remain competitive. The present study aims at investigating if Market oriented companies have a better Performance when they Cooperate with other companies in the context of marketing channel. The study considered Market orientation and Cooperation in order to assess their effects on Performance. The research setting is Portugal and the population consisted of executive board decision makers. The data comprises 221 responses through an e-mail survey. Our findings confirmed that Market orientation and Cooperation have a great impact on Performance. However some exceptions were found regarding Competitor orientation and Information sharing, whose impacts were no significant. Although companies analyzing their competitors’ activities and are willing to collaborate and accommodates the customers’ needs, they reveal reluctance in internally disseminating information about their competitors, and in sharing with their partners, technical, tactical and strategic information unless this is needed for success. Trust is valuable in alliances because, in different degrees, each company has to rely on their partner. It is possible that if companies practice more openly Information sharing they might obtain a better Performance. Consequently, these findings build an important bridge between Market orientation and Cooperation, suggesting that companies can to be more competitive and therefore improve their Performance.