The Application of Market Orientation in Banking Industry

Abstract

This book series is indexed in Scopus. The paper has been awarded as the best paper of the Academy of International Business Disciplines (2010). Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. From 2014 on, new volumes will continue to deliver cutting-edge research and insights, complementing the Academy’s flagship journals, Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

The sustainable competitive advantages search that allows to the firms to maintain themself in the market and improve the business results, has led to develop new business strategies based mainly on Market Orientation (Kohli y Jaworski, 1990; Narver y Slater, 1990). Market Orientation strategy has shown higher business results and success in markets than other strategies as Business Orientation (Covin y Slevin, 1989; Lumpkin y Dess, 1996), Learning Orientation (Sinkula, 1994; Slater y Narver, 1995), and Innovation Capacity (Baker y Sinkula, 1999a; Henard y Szymanski, 2001; Hult et al, 2004). For this reason, the concept of market orientation has consolidated throughout time. The objective of this paper is to analyze the influence of market orientation on business performance and its market share in commercial bank sector considering the long and short-term effects. The research ́s