The measurement of a market orientation and its impact on business performance

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Market orientation and business economic performance: A mediated model (2003, background): “Harrison-Walker (2001) found a positive relationship between market orientation and customer retention, customer willingness to pay a price premium, customer propensity to spread positive word-of-mouth communication and customer propensity to not-alternate among brands/service providers.”
Effects of supply chain integration and market orientation on firm performance: Evidence from China (2013, background): “Prior studies argue that, although competitor orientation enables a firm to gather information about competitors and to emulate successful moves before the competitor earns supernormal profits, it cannot directly improve business performance (Harrison-Walker, 2001).”