Exploring market orientation in banks: an empirical examination in Saudi Arabia

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Abstract
Examines market orientation and its relationship with return on asset (ROA), return on equity (ROE), and sales-per-employee within a novel context, banks in Saudi Arabia. Toward this end, a sample of 92 bank managers was investigated. Findings indicate that banks in Saudi Arabia are marginally market-oriented and that market orientation is unrelated to ROA, ROE, and sales-per-employee. Further, results imply that executives of firms, in general, should weigh the external environment in which the firm operates before adopting a market-oriented philosophy because market orientation may not be a preferred orientation under all circumstances.