@article{article_473385, title={Market Orientation, Quality Orientation and Business Performance Relationship: A Study in Pharmaceutical Industry}, journal={Ege Academic Review}, volume={11}, pages={91–101}, year={2011}, author={Hamşıoğlu, A. Buğra}, keywords={marketing orientation, quality orientation, business performance, structural equality modelling}, abstract={The aim of this study is to (1) determine the effect of market orientation on business performance, (2) the effect of quality orientation on business performance, and (3) the effect of quality orientation on market orientation. The application area of this study is consisted of 140 medicine company in İstanbul. 230 surveys from 76 medicine company are evaluated. In the Turkish literature, it is not found any theoretical and empirical studies that investigate all three concepts. Consequently, in the end of the study offers important results for not only the appliers but also for the researchers. According to the data observed the effect of market orientation and quality orientation on business performance is positive and quality orientation has positive effects on market orientation}, number={1}, publisher={Ege University}