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How will market orientation and environment and firm’s character influence performance?

Yonggyu Kim (Dept of Trade & Distribution, Anyang University in Korea, Anyang City, Korea)

Cross Cultural Management: An International Journal

ISSN: 1352-7606

Article publication date: 1 December 2003

Abstract

This study is to investigate relationships between business performance of overseas subsidiary and market orientation, firm specific factors, competitive strategy, market specific factors. Author also tests whether market environment might affect market orientation – performance relationship. As the results of research, market orientation affects performance of overseas subsidiary larger than any other variables and market environment factors might moderate relationship between market orientation and performance.

Keywords

Citation

Kim, Y. (2003), "How will market orientation and environment and firm’s character influence performance?", Cross Cultural Management: An International Journal, Vol. 10 No. 4, pp. 71-88. https://doi.org/10.1108/13527600310797702

Publisher

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MCB UP Ltd

Copyright © 2003, MCB UP Limited