Abstract:

Purpose - The purpose is to examine how internal and external factors respective as mediating and moderating affect public housing companies’ market orientation and strategic performance.

Design/methodology/approach – The quantitative method is applied and the result is based   on a survey sent to 290 public housing companies in Sweden. 

Findings – The result shows that moderating and mediating factors are positively correlated to the public housing responsiveness to customer needs and strategic performance. Despite the fact that companies take several initiatives to know the customer's needs and to spread this knowledge in the company, the economic, demographic and political situation in society have moderating effect on how they can handle customer demands.  In addition, weak internal leading stimulation and economic development has negative mediating effects on how the public housing companies can contribute to strategic performance in the communities.