The Impact of Market Orientation Intention and Market Orientation Capability on Performance

• Main Authors: Hsiu-Jung Chou, 周秀蓉
• Other Authors: Cheng-Hsui Chen
• Format: Others
• Language: en_US
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/95532884394938092954

博士 === 雲林科技大學 === 管理研究所博士班 === 96 === With the intension of competition in the business world, market orientation as a management philosophy, advocated and practiced throughout the organization, is seen increasingly as significant to the success of business performance. Many previous researches have suggested that market orientation has significant effects on enterprise performance. However, there are many researches examined that the interaction effect of customer and competitor orientation based on the previous researches of Narver and Slater (1990) or Jaworski and Kohli (1993). However, none of these studies provides business’s intention and capability of market orientation, and their combination effects on new production development performance and market performance. Based on these research gap, the relationship of market orientation intention and capability and performance was deeply studied and the comparing effect of related variables were also tested, in which the degree of innovation and technology turbulence as moderators in this research. The empirical study was conducted among manufacturing and service firms as samples, and the sampling frame of this research was based on the data in the CommonWealth Magazine''s 2007 Survey of “Top 1,000 Enterprises” and “Top 500 Service Enterprises” in Taiwan. 1500 questionnaires were sent to related firms and 254 questionnaires are returned. There are 211 questionnaires are available, and other 43 is incomplete or repetitive questionnaires. The response rate is 16.93%. Based on these data, the confirmatory factor analysis, ANOVA analysis, regression analysis, and structure equation model were processed to test the eight hypotheses. There are some main conclusions listed as follows: (1) The competitor MOI has strong effect on both NPD and market performance of firms, but the customer MOI has not strong effect on both NPD and market performance of firms. (2) The customer MOC has strong effect on both NPD and Market performance, but the competitor MOC just has strong effect on NPD. (3) The MOC has strong and positive effect on both NPD and market performance of firms, moreover, compared to the market orientation intention, market orientation capability plays a more important role to business’s performance. (4) The degree of innovation of firms can moderate the relationship between MOI and performance (NPD and MP), but can not moderate the relationship between MOC and performance. (5) The technological turbulence just can moderate the relationship between MOI and market performance, but can not moderate the other relationships. Accordingly, there are some suggestions for firms were offered in this paper and these suggestions could be provided as the most important messages for administrators of firms to promote the NPD and market performance through the applying market orientation intention and market orientation capability. At last, research limitations and future works were pointed out.