Purpose

This paper aims to explore a new causal link between market orientation and business performance by introducing dynamic capabilities as a mediator of the relationship between market orientation and competitive advantages, which ultimately determine business performance.

Design/methodology/approach

The mediating roles of dynamic capabilities and competitive advantages are tested with a sample of 1,190 Portuguese firms using a structural equation model.

Findings

The results confirm the hypotheses regarding the mediating roles of the competitive advantages (differentiation and cost leadership) in the relationship between dynamic capabilities and business performance. Additionally, dynamic capabilities also mediate the relationship between market orientation and competitive advantages.

Practical implications

This study shows that business performance depends on the capacity of firms to collect the best market information on customers and competitors, to disseminate this information throughout their internal structure and ultimately optimize its use to respond appropriately to market challenges and trends. These will provide firms with a set of capabilities and a competitive advantage.

Originality/value

This study provides empirical evidence on the understanding of the relationship between market orientation and performance, through the mediating effects of both dynamic capabilities and competitive advantages.

中文翻译：

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动态能力和竞争优势作为市场定位和业务绩效之间的中介变量

目的

本文旨在通过引入动态功能来介导市场导向与竞争优势之间的关系，从而最终确定企业绩效，从而探索市场导向与业务绩效之间的新因果关系。

设计/方法/方法

使用结构方程模型，通过对1,190家葡萄牙公司的样本测试了动态能力和竞争优势的中介作用。

发现

结果证实了关于在动态能力和业务绩效之间的关系中竞争优势（差异化和成本领先）的中介作用的假设。此外，动态能力还可以调节市场定位与竞争优势之间的关系。

实际影响

这项研究表明，业务绩效取决于企业收集有关客户和竞争对手的最佳市场信息，在其内部结构中传播这些信息并最终优化其使用以适当应对市场挑战和趋势的能力。这些将为企业提供一系列能力和竞争优势。

创意/价值

这项研究通过动态能力和竞争优势的中介效应，为理解市场定位与绩效之间的关系提供了经验证据。