Market orientation and Organizational Performance: A proposed model on the moderating Effect of Technological Turbulence.

TAOFIK ABIDEMI BELLO, Fairol Bin Halim, Ahmad Ibrahim Alshuabi


This study proposes a model that shows the moderating effect of technological turbulence on the relationship between market orientation and organizational performance. After a critical review of the literature, the proposed model was developed. From the model, we argue that market orientation has a direct impact on organizational performance but the impact will be stronger when technological turbulence is taking in to consideration by organizations. Organization that leverages on change in technology stand an opportunity in achieving competitive edge and improved organizational performance over competitors.


Market orientation, technological turbulence, organisational performance, competitive edge

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