Abstract
Marketing is at the heart of modem marketing thought. Ever since its crystallization managers have been urged to adopt marketing concepts as the core idea driving the business. Marketing concepts enjoy significant support both in academic and popular writings. It is proposed that a market oriented firm would exhibit better performance because of its capacity to build competitive edge and respond to market forces effectively. In other words, market orientation is a critical determinant of business performance. The study was carried out to explore this relationship on a sample of consumer and industrial goods companies. The analysis carried out in the endeavour validates the proposed relationship. On the issue of the extent of market orientation in these companies, it is discovered that companies followed the middle path. That is, they are neither very highly 1Wr low market oriented. This finding is in consonance with the Indian market reality, because markets in India are neither totally competitive nor fully regulated.
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