Assessing the influence of chief executive officer supportiveness behavior on market orientation and business performance

Research has shown that there is a positive relationship between market orientation and enhanced business performance. The support of top management is acknowledged by most as an antecedent to market orientation. It is also concluded by some that the leadership style of top management has a direct influence upon the level of market orientation. A study was conducted to assess the influence of the leadership style incorporated in the supportive behavior dimension of situational leadership theory on market orientation and business performance. Study results indicate a significant positive relationship between the supportiveness behavior dimension and market orientation. A significant positive relationship between the supportiveness behavior dimension and business performance was not found. Mixed results were indicated when testing the historically significant positive relationship between market orientation and business performance.