Developing a market orientation in Atlantic Canada’s seasonal industry sector: evidence from New Brunswick

Abstract

In the past decade, market orientation (MO) development has been at the fore for many researchers and practitioners. It has been argued that MO leads to improved firm performance and profitability. Many gaps remain in the literature base. This paper examines market orientation development in seasonal industry settings, focusing on the primary industry sector (fishing) in New Brunswick. To legitimize this study, a discussion of the economic value and importance of seasonal industries is presented. Using the Parsimonious Modelling Approach (Gray et al.,1998), a seasonal market orientation model (MO) has been developed.