An examination of the consequences of market orientation in China

Riliang Qu · Christine Ennew

52 citations0/0 files storedJournal of Strategic Marketing

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Innovation and Knowledge Management Marketing and Advertising Strategies International Business and FDI

Abstract

Recent literature suggests that the relationship between market orientation and business performance may be moderated by the nature of the external environment. While the conceptual arguments for such a relationship are well established, empirical evidence on the precise nature of this link has been both limited and ambiguous. The current paper provides further evidence on the nature of the links between market orientation, the environment and performance through a comparative analysis of two business sectors in China with distinctively different competitive environments. The results indicate that market orientation's impact on business performance is positive regardless of environmental conditions. However, the environment is found to moderate the relationship between market orientation and customer satisfaction. Finally, the study provides evidence that market orientation also has positive impacts on power in distribution channels and corporate social responsibility.

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References

1990The Effect of a Market Orientation on Business Profitability 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1993Market Orientation: Antecedents and Consequences 2000Marketing management: analysis. planning. implementation and control 1994The Capabilities of Market-Driven Organizations 1993Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis 1984Measuring organizational performance in the absence of objective measures: The case of the privately‐held firm and conglomerate business unit 1994Does Competitive Environment Moderate the Market Orientation-Performance Relationship?

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2013Does it pay for firms in Asia's emerging markets to be market oriented? Evidence from Vietnam 2007Market orientation of service networks: direct and indirect effects on sustained competitive advantage 2009Modeling market orientation and organizational antecedents in a social marketing context 2006Transition to a market orientation in China: preliminary evidence 2014

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