Marketing orientation and organizational performance among Atlantic top 101 firms

Abstract

This study focuses on the marketing orientation and the impact of marketing orientation on the performance of 21 firms in the Top 101 Atlantic firm ranking by Atlantic Progress Magazine. Using the MARKOR scale in a mail survey, the research analyzed the level of marketing orientation among leading Atlantic firms, and its impact on organizational performance. The results were then compared to those in the literature using international studies based on the MARKOR scale for marketing orientation. An analysis using the MARKOR marketing orientation scale revealed that leading firms in Atlantic Canada varied little from the firms other with regards to the causes and impacts of marketing orientation.