|
HKUST Institutional Repository >
Marketing >
MARK Working Papers >
Please use this identifier to cite or link to this item:
http://hdl.handle.net/1783.1/900
|
| Title: | Market orientation and organizational performance : is innovation the missing link? |
| Authors: | Han, Jin Kyung
Kim, Namwoon
Srivastava, Rajendra K. |
| Keywords: | Market orientation
Organization innovativeness
Corporate performance
Banking industry
Relationship |
| Issue Date: | Nov-1996 |
| Series/Report no.: | Marketing Working Paper Series ; MKTG 96.084 |
| Abstract: | A market-oriented corporate culture has increasingly been considered as prescriptive of superior corporate performance in recents years. Although organization innovativeness has been considered as propelling this market orientation-corporate performance relationship, much of the evidence to date remains anecdotal or speculative. In this context, we propose a systematic framework to test the postulated "market orientation-innovation-performance" chain. To this end, we take a component-wise approach by examining how the three core components of market orientation (customer orientation, competitor orientation, and interfunctional coordination) impact the two core components of organization innovativeness (technical vs. administrative) en route to impacting corporate performance. Using a sample from the banking industry, we empirically test and substantiate innovation's mediator role in the market orientation-corporate performance relationship. |
| URI: | http://hdl.handle.net/1783.1/900 |
| Appears in Collections: | MARK Working Papers
|
Files in This Item:
| File |
Description |
Size | Format |
|---|
| mktg96084.pdf | | 2514Kb | Adobe PDF | View/Open |
|
All items in this Repository are protected by copyright, with all rights reserved.
|
