Market Orientation, Alliance Orientation, and Business Performance in the Canadian Biotechnology Industry
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There is a large body of research supporting the importance of market orientation in determining performance. A growing body of research supports the notion that strategic alliance management competencies positively influence performance. Few empirical investigations have examined the importance of market orientation in the biotechnology industry, much less the effect of alliance orientation on performance, or the combined effect of market and alliance orientation on performance. This study explores these relationships among Canadian biotechnology companies with medical/healthcare focuses. Of the 394 Canadian medical/healthcare biotechnology companies identified, 81 usable responses were received, yielding a response rate of 20.6 percent. It was found that market orientation positively and significantly influenced business performance, supporting the first hypothesis. Additionally, alliance orientation positively and significantly influenced business performance, supporting the second hypothesis. However, when market and alliance orientation were examined together, alliance orientation’s effect on business performance remained positive and significant, but market orientation’s effect on business performance became negative and non-significant. This prompted a further analysis that investigated the presence of a mediation relationship. Market orientation was fully mediated by alliance orientation in its relationship with business performance. This study contributes academically by adding to market and alliance orientation research and by the successful development of a biotechnology-specific performance instrument. This study contributes to marketing and management strategy, as it outlines performance indicators that enable high performance.
DegreeMaster of Science (M.Sc.)
DepartmentPharmacy and Nutrition
CommitteeDobson, Roy; Zhang, David; Vasilescu, Julian; Micheels, Eric
Copyright DateMarch 2013
Market Orientation, Alliance Orientation, Business Performance, Marketing, Strategic Alliances, Management, Biotechnology, Pharmaceutical, SME