This paper aims to center on the value of cultivating norms for market orientation (MO) in professional service firms (PSFs). Based on social capital theory, three variables for norm-based behavioral activities of MO were suggested, i.e. leadership support (LS), relationship learning in teams (RLT) and collective engagement (CE). Moreover, three variables were suggested as performance outcomes of norm-based behavioral activities of MO, i.e. employee commitment (EC), service quality provision (SQP) and two dimensions of a firm’s innovative capability (exploratory [EXPLOR] and exploitative innovation [EXPLOIT]).
Using a survey, a conceptual model was developed and empirically tested. All participants were employed in consultancy firms representing the population of PSFs.
The findings reveal that RLT, LS and employee CE are particularly suitable in forming norm-based behavioral activities of MO for PSFs. Moreover, the findings reveal that the two dimensions of a firm’s innovative capability (EXPLOR and EXPLOIT) provide strong performance outcomes for norm-based behavioral activities of MO. Moreover, the results also reveal that norm-based behavioral activities of MO for PSFs influenced both EC and SQP.
Using social capital theory, the study contributes to identifying both forming variables and performance outcomes centered on norm-based behavioral activities of MO for PSFs.
