This report contains the first of the case studies carried out in the context of this research, and examines Zara, a strategic unit in the Inditex group, which is shown to be a paradigmatic example of the development of market orientation in a company, as a basis for the company’s performance and competitive advantages. Second, this study provides some insight into the evolving debate on the merits of market orientation by modeling competitive advantage as mediating the link between market orientation and performance. It helps to identify the customer’s problems and needs and according to it the solutions are been developed by the superiors of the company (). market orientation, competitive advantage, marketing performance DOI: 10.14414/jebav .v23i1.1847 . For example, competitive advantage, customer satisfaction, long-term profitability, customer loyalty, and reduced switching to competitors are to name but a few. drives market orientation, an important issue that has received little theoretical and empirical assessment. Haseeb Mustafa 1, Khaliq Ur Rehman 1,, Syed Ahsan Raza Zaidi 2, Fahad Iqbal 3. The Effect of Market Orientation on Performance of Sharing Economy Business: Focusing on Marketing Innovation and Sustainable Competitive Advantage Youn Kue Na 1, Sungmin Kang 2,* and Hye Yeon Jeong 3 1 Department of Art and Culture Research Institute, Chung-Ang University, 84 Heukseok-ro, Dongjak-gu, Seoul 156-756, Korea; nyk901@gmail.com This research population is 113,000 The Consequences of Market Orientation on Performance, New Product Success, and Customer Satisfaction in Traditional Sectors: The Case of the Portuguese Wine Sector: 10.4018/978-1-7998-1843-4.ch005: The market orientation concept used has been used as a way to measure the implementation of marketing strategies and tactics. Market orientation advantages. Studying the Phenomenon of Competitive Advantage and Differentiation: Market and Entrepreneurial Orientation Perspective. The marketing orientation, or marketing concept, emerged significantly in the latter half of the 20th century. According to Lambing &Kuehl (2000), the company's competitive advantage lies in market orientation, relating to efforts to create competitive advantage output, and determining dimensions. Besides the customer orientation is a key part to create superior customer value, competitor orientation is an effective strategy often exist in business are competitive advantage. A holistic marketing strategy combines four main aspects: internal marketing, integrated marketing, relationship management, and social responsibility. The Advantages of Marketing Orientation. ABSTRACT. Companies also use technology and data to support marketing strategies. This study assesses how customer value affects a firm's market orientation and consequently, competitive advantage and organizational performance in a service industry — the global hotel industry. The total operation of the company focuses on the customers demand. This study aims to analyze competitive advantage as a variable that mediates the effect of market orientation on marketing performance. 2 M Phil from National College of Business Administration & Economics (NCBA&E), Lahore Examples of marketing oriented companies Although it is still widely 1 School of Business & Economics (SBE), University of Management & Technology (UMT), Lahore, Pakistan. The results showed that there was a direct and positive influence of market orientation on the marketing performance of batik SMEs in Malang City and the competitive advantage was able to mediate the influence of market orientation on the marketing performance of batik SMEs in Malang City. Data analysis uses Structural Equation Modeling (SEM). Impact on Competitive Advantage: Market orientation creates a great impact on the business. Marketing oriented firms focus on new product development; There are a number of benefits of marketing orientation. Customer satisfaction.The availability of products allows people to have more choices to satisfy their needs and wants.