Market Orientation, Intrapreneurship Behavior, and Organizational Performance: Test of a Structural Contingency Model

Abstract

This study examines a mediated moderation process linking market orientation and organizational performance. Data were obtained from 143 manufacturing firms in the People’s Republic of China. Regression results reveal that (a) organizational structure moderates the relationship between market orientation and organizational performance and between market orientation and intrapreneurship behavior, and (b) intrapreneurship behavior fully mediates the interactive effects of market orientation and organizational structure on organizational performance. Thus, the interaction between market orientation and organizational structure positively affects intrapreneurship behavior, which in turn leads to organizational performance. The study sheds light on the mechanisms through which market orientation affects organizational performance.

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