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Zubair

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Submitted By zubairlaghari
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The Emerald Research Register for this journal is available at http://www .emeraldinsight.com/researchregister

EJM
37,3/4

476
Received July 2001
Accepted May 2002

The current issue and full text archive of this journal is available at h ttp://www.emeraldinsigh t.com/0309-056 6.htm

Marketing planning, market orientation and business performance Sue Pulendran
Gartner Group, Sydney, Australia

Richard Speed
Melbourne Business School, University of Melbourne,
Melbourne, Australia, and

Robert E. Widing II
Department of Management, University of Melbourne,
Melbourne, Australia
Keywords Company performance, Marketing planning, Market orientation, Marketing concept
Abstract This study examines the relationships between marketing planning, market orientation and business performance. We explore conceptually how linking the behaviours of marketing planning with the values of market orientation might be expected impact on business performance.
Our ®ndings suggest that high quality marketing planning can lead to performance bene®ts, but as antecedent to a market orientation, rather than as an independent activity.

European Journal of Marketing
Vol. 37 No. 3/4, 2003 pp. 476-497 q MCB UP Limited
0309-0566
DOI 10.1108/03090560310459050

Introduction
Although managers have long been exhorted to become close to their customers and adopt the marketing concept, academic marketing has been able to offer relatively little guidance as to the practical steps that might be adopted to transform organisations. The development of measures of market-oriented behaviours and subsequent research in the 1990s has begun to rectify this problem, but researchers are still a long way from providing comprehensive, empirically grounded guidance to assist managers in developing a market orientation in their ®rms.
This research seeks to contribute to

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