| Summary: | 碩士 === 國立中興大學 === 企業管理學系所 === 105 === Market orientation is the foundation of modern marketing. According to previous literature, there are plenty of studies on the model issue, moderate or antecedents related subjects while fewer on the implementation issues. So subjects such as “ are enterprises more willing to implement market orientation in the environmental uncertainty” and “what abilities enterprises have would benefit the implementation of a market orientation” are hence important for research. The study is based on current literature on market orientation and further explores the relationship between environmental turbulence and implementation of a market orientation; relationship between implementation of a market orientation and organizational performance and market orientation ability as a moderator in implementation of a market orientation and organizational performance.
The Chinese economy has grown rapidly in recent years, and the service sector in China GDP is getting larger and larger. The study used Chinese service sector as the sample, statistical analyses were conducted through questionnaires and the theoretical model was proposed for verification. According to the results, (1) market turbulence, technological turbulence, competitive intensity of the environmental uncertainty show significant positive effects on the implementation of a market orientation; (2) intelligence dissemination and intelligence responsiveness of implementation of a market orientation show significant positive correlation with organizational performance; and (3) the attitude of the top management team who has the implementation abilities of a market orientation has positive moderating effects on the generation of market intelligence and organizational performance; the human resources policy on the implementation abilities of a market orientation has a positive moderating effect on intelligence dissemination and organizational performance. Lastly, the study proposed the theoretical and practical implications based on the empirical results, identified the limitation of the study and made suggestions for directions of future study.
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