Market orientation, competitive strategy and firm performance : An empirical study of Chinese firms

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)62_Review of books or of software (or similar publications/items)peer-review

26 Scopus Citations
View graph of relations

Author(s)

Related Research Unit(s)

Detail(s)

Original languageEnglish
Pages (from-to)115-142
Journal / PublicationJournal of Global Marketing
Volume18
Issue number3-4
Publication statusPublished - 2005

Abstract

In this paper, we investigate the mediating effects of a firm's competitive strategy in the market orientation-performance relationship. Based on a sample of 371 manufacturing firms in China, evidence was found that the three dimensions of market orientation exert different effects on competitive strategy and performance. Among them, customer orientation has the strongest association with competitive strategy and market performance. This lends credence to a componentwise approach on the study of the relationship between market orientation and performance. The results of structural equation analyses indicate that the mediating effect of competitive strategy is mainly revealed in innovation strategy, the most vital factor in creating superior value for the company in the emerging market. Limitations of this study and implications for future studies are discussed. © 2005 by The Haworth Press, Inc. All rights reserved.

Research Area(s)

  • Chinese firms, Competitive strategy, Firm performance, Market orientation, Mediating effects, Structural equation modeling