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Moderating effects on the market orientation and strategic performance relationship in public housing
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration. (HAR)ORCID iD: 0000-0003-0084-007x
2019 (English)In: Baltic Journal of Management, ISSN 1746-5265, E-ISSN 1746-5273Article in journal (Refereed) Epub ahead of print
Abstract [en]

Purpose - The purpose of this study is to examine how external factors moderate public housing companies’ market orientation and strategic performance relationship.

Design/methodology/approach – The quantitative method was applied to data from a survey sent to 289 public housing companies in Sweden. A hierarchical, multicollinearity diagnostics–moderated regression analysis is used to test the research hypotheses.

Findings – The results reveal moderating factors. The companies take several initiatives to inform themselves about customers’ needs and distribute the information within the company, but economic conditions, as well as market and technological turbulence in the municipalities, moderate the relationship between market orientation and strategic performance. Economic conditions make it difficult for public housing companies to strategically act based on market needs when making decisions and planning construction strategies (strategic performance).

Research limitations/implications – This study is limited by focusing on public housing companies, a sector that differs radically from the open market. The study highlights the effects of moderating factors that are important for companies’ strategic performance and long-term construction strategies. From this limited focus, researchers might use the results to compare both similar and different market situations.

Practical implications – The results of the study are useful for companies facing a similar market situation of external moderating constraints. The result might be used in future research related to the area in focus.

Originality –This research adds new knowledge to market research by including the impact of economic conditions, which provide insight into how to develop and use market knowledge in real estate and public housing markets.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2019.
Keywords [en]
Market orientation, moderating, strategic performance, public housing, construction strategies
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hig:diva-29530DOI: 10.1108/BJM-08-2018-0309Scopus ID: 2-s2.0-85067044265OAI: oai:DiVA.org:hig-29530DiVA, id: diva2:1313335
Available from: 2019-05-03 Created: 2019-05-03 Last updated: 2019-08-22Bibliographically approved

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Ahmadi, Zahra

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CiteExportLink to record
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Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
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  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf