Market orientation and business performance: the case of Spanish commercial banks
DOI:
https://doi.org/10.1229/tecempresarialjournal.v18i2.262Keywords:
Market orientation, profitability, structural equation modelsAbstract
The aim of this article is the study of the consequences of market orientation on business performance. Concretely, we propose a model where market orientation has its effects on profitability through a group of variables that condition company results. An empirical research is done regarding the Spanish commercial banking sector, and structural equation models are used in order to contrast the proposed hypotheses.
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