Asikhia 243 Volume 4, Number 2, December 2009 The Moderating Role of E-Marketing on the Consequences of Market Orientation in Nigerian Firms Olalekan U. Asikhia Department of Business Studies College of Business and Social Sciences Covenant University, Ota, Canaan land, Km.10, Idiroko, P.M.B.1023, Ota, Ogun state, Nigeria E-mail: asikola@yahoo.com Tel: 234-0803-3951-474 ABSTRACT With the increasing use of technology in the marketing activities of all types of organizations, it is important to know the extent to which electronic marketing moderates the impact of market orientation on firm marketing competencies which are, in turn, related to firm performance. Drawing on the strategic management and information technology literature, the author designed a survey to ascertain how e-marketing moderates market orientation – from the marketing competencies relationship on one hand to the marketing competencies and firm performance relationship on the other. Questionnaires were sent to 500 firms, of which 198 responded. The results reveal that e-marketing translates more into firm performance when supported by organizational culture and behavioral dispositions like market orientation, and that e-marketing also moderates the relationship between marketing competencies and firm performance. The author also discusses the managerial and public policy implications of the findings. Keywords: E-marketing, market orientation, competitive intensity, marketing competencies, and firm performance