A Contingency Theory Approach to Market Orientation and Related Marketing Strategy Concepts: Does Fit Relate to Share Performance‪?‬

INTRODUCTION Contrary to the conservative image of the financial services industry, financial service providers have begun to show an increasing interest in marketing (Uzelac & Sudarevic, 2006). This is especially true in the case of credit unions, many of whom have begun to pursue differentiation through expanded service offerings in response to the intensification of rivalry among the range of competitors (Barboza & Roth, 2009). Nevertheless, as marketing strategy begins to play a greater role in these organizations, researchers need to continue to strengthen the link between marketing strategy and performance (Uzelac & Sudarevic, 2006).