Performance Effects of Internal Market Orientation and Pricing Capability: The Moderating Role of Firm Innovativeness

IF 4 Q2 BUSINESS

Australasian Marketing Journal Pub Date : 2023-02-23 DOI:10.1177/14413582231155644

P. Ranjan, J. Nayak

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引用次数: 3

Abstract

This research intends to develop a conceptual framework for examining the distinct effects of internal market orientation and pricing capability on three categories of performance outcomes: customer performance, market performance, and financial performance. This study also explores the moderating influence of firm innovativeness on the relationship between internal market orientation and pricing capability. The partial least square structural equation modeling technique was applied to a cross-industry sample of 194 small and medium-sized enterprises in India. The findings indicate that internal market orientation contributes significantly to the development of pricing capability, which has positive effects on customer performance, market performance, and financial performance. Similarly, firm innovativeness positively moderates the relationship between internal market orientation and pricing capability. More interestingly, internal market orientation and pricing capability have substantial and differential effects on customer performance, market performance, and financial performance. Overall, these findings have substantial implications for theory and practice.

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内部市场导向与定价能力的绩效效应:企业创新的调节作用

本研究旨在建立一个概念框架，以考察内部市场导向和定价能力对三类绩效结果的不同影响：客户绩效、市场绩效和财务绩效。本研究还探讨了企业创新性对内部市场导向与定价能力关系的调节作用。偏最小二乘结构方程建模技术被应用于印度194家中小型企业的跨行业样本。研究结果表明，内部市场导向对定价能力的发展有显著贡献，定价能力对客户绩效、市场绩效和财务绩效都有积极影响。同样，企业创新性正向调节内部市场导向与定价能力之间的关系。更有趣的是，内部市场导向和定价能力对客户绩效、市场绩效和财务绩效有实质性和差异性的影响。总的来说，这些发现对理论和实践都有重要意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Australasian Marketing Journal BUSINESS-

CiteScore

14.90

自引率

16.70%

发文量

期刊介绍： The Australasian Marketing Journal (AMJ) is the official journal of the Australian and New Zealand Marketing Academy (ANZMAC). It is an academic journal for the dissemination of leading studies in marketing, for researchers, students, educators, scholars, and practitioners. The objective of the AMJ is to publish articles that enrich and contribute to the advancement of the discipline and the practice of marketing. Therefore, manuscripts accepted for publication will be theoretically sound, offer significant research findings and insights, and suggest meaningful implications and recommendations. Articles reporting original empirical research should include defensible methodology and findings consistent with rigorous academic standards.