Impact Of Resources, Capabilities And Technology On Market Orientation Of Indian B2b Firms | Atanu Adhikari & Manpreet Singh Gill

Market orientation in B2B industry, both in developed as well as developing countries, acts as the implementation part of marketing. In very limited number of earlier studies conducted in emerging economies, market orientation has been considered as a part of firm capabilities, or as a part of firm resources or how it leads to different types of learning or innovations in organizations. None of the studies so far have tried to find out how firm’s resources, capabilities and technology would adversely affect market orientation. In the present study we have treated market orientation differently from firm’s resources and capabilities and have tried to find out extent to which the firm’s resources, capabilities and technology would contribute to firm’s market orientation. From data of 215 Indian B2B companies operating in capability, resource and technology intensive industries we show that which one out of resources capabilities and technology, would play a major role in the market orientation of each of these industries. While resources, capability and technology play an important role in market orientation of firms in developed countries to achieve sustainable competitive advantage, managers in Indian B2B firms need to look and implement them from customers’ point of view.