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International Journal of Finance & Banking Studies IJFBS
Vol.4 No.1, 2015 ISSN: 2147-4486
available online at www.ssbfnet.com
The Role of Business Ethics in the Relationship between Market
Orientation and Business performance
Gusti O. Widana
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, Sudarso K. Wirjono, Mustika S. Purwanegara and Mohamad Toha
The School of Business Management, Intitut Teknologi Bandung, Indonesia
Abstract
The positive of impact of market orientation toward business performance of a company is a common wisdom in the
marketing literatures. Hence the prior studies recommend that the connection will depend on other strategic actions.
In this regards, this study tries to assess the construct of business ethics as the precedent of market orientation in the
context of Indonesia Islamic banks. Upon assessing data using SmartPLS, this study finds that market orientation is
the determinant of business performance and Islamic business ethics is the precedent of market orientation.
However, market orientation is not effective as the mediator in the relationship between Islamic business ethics and
business performance. The discussion of this finding is provided as well as the managerial implication at the end of
this paper.
Key words: Business ethics; market orientation, Islamic business ethics, Islamic banking, business performance
JEL code: M31, G21
© 2015 Published by SSBFNET
1
For all correspondence contact to the first author at gusti.ngurah@sbm-itb.ac.id