The impact of market / quality orientation on business performance

Global competition is forcing American managers to rethink the way they do business. Competing in a global economy is going to require firms to understand what “world class” quality means. Marketing will play an ever-increasing role in total quality programs in the future as companies try to ensure that the quality they offer is what their customers want and quality efforts should focus on improving customer satisfaction at a reasonable cost. This research paper examined the premise that both quality and market orientation do indeed improve company performance in the areas of customer retention, sales growth and return on sales.