The purpose of the research is to determine if marketing orientation has an influence upon the financial performance of a company, in this case commercial banks that are considered to be Community Banks. Community Banks are generally locally owned; their stock is not traded on exchanges, and they have deposits of less than ten billion dollars. Community Banks in the southeastern United States were surveyed during three economic time periods (2003-2005, 2009-2011 and 2014-2016). The research showed that during the Pre-Great Recession (2003-2005) that customer orientation as the dominate factor in improving return on assets. During the Great Recession (2009-2011) the dominate factor was inter-functional discipline and during the Great Post-Recession the dominate factor was competition. The authors conclude that a business must adapt its short term strategic plans, as well as its tactics and action plans to meet the then existing, or soon anticipated arrival of a difference macro-economic environment, if it is to enjoy enhanced financial performance.
Marketing orientation, community banks, financial performance, return on investment, pre-great recession, great recession and post-great recession.