The relationship between business orientations and brand performance: A cross-national perspective

Liem Viet Ngo, Aron O'Cass

Research output: Contribution to journalArticlepeer-review

15 Citations (Scopus)


Purpose – The purpose of this paper is to adopt a customer-centric value creation perspective to provide insights into the contribution of business orientations, especially marketing orientation and innovation orientation to the creation of customer-centric value (customer equity and brand performance). Design/methodology/approach – To undertake this examination, a model was developed and then tested to validate its applicability in the context of both developed and developing economies. The paper includes partial least squares. Findings – The findings demonstrate that being marketing-oriented and innovation-oriented appears to be important in creating customers, keeping them, and increasing add-on selling to them and rewards the firm with greater brand performance in the marketplace. Importantly, these relationships are universally held across developed and developing business environments. Interestingly, marketing orientation was found to contribute more to the creation of customer-centric value than innovation orientation in developing business environment, whereas the opposite was found in the context of developed business environment. Research limitations/implications – The data incorporate only the subjective measures of customer-centric value. Future studies can use financial measures to complement the self-reporting approach used in this paper. This dual-approach to measuring the value of customers to the firm (customer equity) and brand performance would provide additional insights into the customer-centric marketing literature. Practical implications – The findings suggest that managers should strive to develop a high level of marketing orientation and innovation orientation as two efficient ways to achieve higher levels of customer equity. They are also advised that if their firms are more effective in acquiring potential customers, retaining current customers, and enhancing add-on selling, they see their brands perform better. Importantly, the findings also provide guidance for managers on how to allocate their resources to key business activities (e.g. marketing and innovation) in the context of international business (developing versus developed business environments). Originality/value – This study contributes to customer-centric marketing theory by enhancing understanding of the contribution of marketing and innovation to the creation of customer-centric value in different business environments. This study also contributes to the business orientation literature by demonstrating the utility of a cultural-behavioral approach in measuring marketing orientation and innovation orientation.

Original languageEnglish
Pages (from-to)684-713
Number of pages30
JournalAsia Pacific Journal of Marketing and Logistics
Issue number5
Publication statusPublished - 15 Nov 2011


  • Australia
  • Cross cultural studies
  • Customer relations
  • Innovation
  • Manufacturing industries
  • Market orientation
  • Marketing
  • Vietnam


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