How managerial attitudes toward the natural environment affect market orientation and innovation

Clay Dibrell*, Justin B. Craig, Eric N. Hansen

*Corresponding author for this work

Research output: Contribution to journalArticleResearchpeer-review

57 Citations (Scopus)


This study investigates natural environmental attitude linkages held by strategic decision makers and hypothesizes that the interaction between market orientation and managerial natural environmental attitudes serves to enhance the effect of market orientation on firm innovativeness. Using questionnaire responses from 284 owners or chief executive officers residing in the food processing industry, the findings establish evidence of (1) a positive linkage between market orientation and firm innovativeness, and (2) the moderating effect of managerial attitudes of top managers toward the natural environmental in the market orientation to firm innovativeness relationship. The results provide insight into the nature of the cultural values on which a market orientation is based in relation to the natural environment.

Original languageEnglish
Pages (from-to)401-407
Number of pages7
JournalJournal of Business Research
Issue number4
Publication statusPublished - Apr 2011


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