An examination of the consequences of market orientation in China

Qu, Riliang and Ennew, Christine T. (2003). An examination of the consequences of market orientation in China. Journal of Strategic Marketing, 11 (3), pp. 201-214.

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.

Publication DOI: https://doi.org/10.1080/0965254032000133449
Divisions: Aston Business School > Marketing & strategy research group
Aston Business School > Marketing & strategy
Uncontrolled Keywords: market orientation,competitive environment,performance,China,tourism
Full Text Link: http://www.tand ... 254032000133449
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Published Date: 2003
Authors: Qu, Riliang
Ennew, Christine T.

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