Business Commons^™

A Contingency Theory Approach To Market Orientation And Related Marketing Strategy Concepts: Does Fit Relate To Profit Performance?, Richard A. Heiens, Larry P. Pleshko

Faculty Publications

With a focus on the financial services industry, the current study takes a contingency theory approach to the relationships between market orientation and a variety of marketing strategy concepts, including profitability, a firm’s Miles and Snow strategy type, market growth, service growth, service focus, market coverage, the Porter strategy group, and strategic marketing initiative. Data for the study were gathered from a survey of chief executives from credit unions in the U.S. The results of the study are mixed. In particular, the findings suggest that despite the perceptions of management, it is the less aggressive and less costly approaches to …