The Influence of Market Orientation and Its Dimensions on Marketing Performance

In the last five years, creative fashion industry in Bandung, West Java has been rapidlygrowing, which in turn escalates the competition among firms within the industry. As itsname implies that the key factor in this industry is creativity. Firms within this industryshould maintain certain level of creativity in order to survive in the turbulence environment.Market orientation is one of the key cultural factors that could foster firms’ creativity throughthe expressed behaviors such as: customer orientation, competitor orientation, and interfunctional coordination. Behaviors embedded in market orientation culture would triggerand fostering firms’ capability that could be directed to develops firms’ creativity. Hence,creativity is a tool that firms used to deal with environment. This study was conducted toexplain how market orientation along with its embedded behaviors related with firms’performance. Data was collected from 160 creative fashion firms in Bandung, West Java.This study found that market orientation is significantly determined firms’ marketingperformance. However, among the three embedded behaviors of market orientation, it isfound that only inter-functional coordination has significantly influence marketingperformance, while the other two behaviors are found insignificant.