... Organization of the Remainder of the Study This study simultaneously investigates the relationship among market orientation, positional advantage, and business performance, and the remainder of the paper ... find they are able to explain more fully the market orientation business performance link Another factor to improve the explanation of the market orientation business performance link is the definition ... definition of business performance, the complexity of its operationalization in measurement, evidence of the direct effects of market orientation on business performance, and the mediators and moderators...