Testing interaction effects of the dimensions of market orientation on marketing program creativity

Subin Im, Mahmood Hussain, Sanjit Sengupta

Research output: Contribution to journalArticle

33 Citations (Scopus)


Despite the plethora of research on market orientation, our understanding of how different dimensions of market orientation interact with each other in generating new intelligence for marketing programs is limited. In this paper, we develop and test a model that examines the interaction effects of the three dimensions of market orientation-customer orientation, competitor orientation, and cross-functional integration-on generation of marketing program creativity, composed of novelty and meaningfulness dimensions. In empirically testing such effects, we illustrate how to use two-stage least squares (2SLS) estimation. We find significant positive interaction effects between customer orientation and competitor orientation and between competitor orientation and cross-functional integration in predicting marketing program novelty. We also find that competitor orientation and cross-functional integration significantly and positively interact with each other in improving marketing program meaningfulness. Our empirical results provide implications and directions for market orientation research.

Original languageEnglish
Pages (from-to)859-867
Number of pages9
JournalJournal of Business Research
Issue number8
Publication statusPublished - 2008 Aug 1


All Science Journal Classification (ASJC) codes

  • Marketing

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