PDF(Pubmed)
Abstract：
This research uses an experimental approach to investigate the relationship between market orientation of a company and its level of success in international business. The aim of the study was to develop and use a market orientation scale that is appropriate to the sector. It was discovered that there are four hidden traits that drive market orientation. These include customers, rivals, departmental response, and overall customer satisfaction. According to the results, orientation toward one\'s customers is more essential than any of the other traits, while orientation toward one\'s competitors has an inverted U-shaped connection with performance. The performance of the firm was not found to correlate in any way with the responsiveness of its departments. With the help of the comprehensive conceptualization, managers are able to develop specific kinds of orientations that are essential for higher levels of performance.
摘要：
本研究使用实验方法来调查公司的市场导向与其在国际业务中的成功水平之间的关系。该研究的目的是开发和使用适合该行业的市场导向量表。人们发现，有四个隐藏的特征驱动市场导向。这些包括客户，竞争对手,部门回应，和整体客户满意度。根据结果,对客户的定位比其他任何特征都更重要，而对竞争对手的定位与性能有倒U形的联系。公司的业绩没有以任何方式与其部门的反应能力相关。借助全面的概念化,管理者能够制定特定类型的方向，这些方向对于更高水平的绩效至关重要。
