{"doi":"10.1177/002224299005400403","title":"The Effect of a Market Orientation on Business Profitability","abstract":"<jats:p> Marketing academicians and practitioners have been observing for more than three decades that business performance is affected by market orientation, yet to date there has been no valid measure of a market orientation and hence no systematic analysis of its effect on a business's performance. The authors report the development of a valid measure of market orientation and analyze its effect on a business's profitability. Using a sample of 140 business units consisting of commodity products businesses and noncommodity businesses, they find a substantial positive effect of a market orientation on the profitability of both types of businesses. </jats:p>","journal":"Journal of Marketing","year":1990,"id":4137,"datarank":16.159164513190174,"base_score":9.675205823365795,"endowment":9.675205823365795,"self_citation_contribution":1.4512808735048695,"citation_network_contribution":14.707883639685303,"self_endowment_contribution":1.4512808735048695,"citer_contribution":14.707883639685303,"corpus_percentile":97.1,"corpus_rank":354,"citation_count":15917,"citer_count":187,"citers_with_citation_signal":187,"citers_with_endowment":187,"datacite_reuse_total":0,"is_dataset":false,"is_oa":false,"file_count":0,"downloads":0,"has_version_chain":false,"published_date":"1990-10-01","authors":[{"id":40960,"name":"Stanley F. Slater","orcid":null,"position":1,"is_corresponding":false},{"id":40959,"name":"John C. Narver","orcid":null,"position":0,"is_corresponding":true}],"reference_count":49,"raw_metadata":{"citation_network_status":"fetched"},"created_at":"2026-03-01T18:20:47.508186Z","pmid":null,"pmcid":null,"fwci":null,"citation_percentile":null,"influential_citations":0,"oa_status":null,"license":null,"views":0,"total_file_size_bytes":0,"version_count":0,"clinical_trials":[],"software_tools":[],"db_accessions":[],"linked_datasets":[],"topics":[]}