Developing strategic orientation in China: Antecedents and consequences of market and innovation orientations

Kevin Zheng Zhou; Gerald Yong Gao; Zhilin Yang; Nan Zhou

doi:10.1016/j.jbusres.2004.02.003

Author(s)

Kevin Zheng Zhou
Gerald Yong Gao
Zhilin Yang
Nan Zhou

Related Research Unit(s)

Department of Marketing

Detail(s)

Original language	English
Pages (from-to)	1049-1058
Journal / Publication	Journal of Business Research
Volume	58
Issue number	8
Publication status	Published - Aug 2005

Link(s)

DOI	DOI https://doi.org/10.1016/j.jbusres.2004.02.003 Final Published version
	Check@CityULib
Link to Scopus	https://www.scopus.com/record/display.uri?eid=2-s2.0-12344282922&origin=recordpage
Permanent Link	https://scholars.cityu.edu.hk/en/publications/publication(1e9a33b2-541b-405f-ac1a-faee5a530ee5).html

Abstract

Do market and innovation orientations matter in transitional economies? Based on a survey of 2754 employees from 180 firms in China, we find that both market and innovation orientations strongly improve employees' job attitudes, such as job satisfaction, organizational commitment, and confidence in their firm's future performance. In addition, a participative organizational culture and senior managers' positive attitudes toward change are beneficial to developing market and innovation orientations. Furthermore, charismatic leadership positively impacts employees' job attitudes and facilitates the effects of market and innovation orientations on employees' job attitudes. The implications for developing strategic orientations in transitional economies are also discussed. © 2004 Elsevier Inc. All rights reserved.