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Antecedents and Performance Consequences of Implementation Patterns of Market Orientation of Manufacturers |
ZHANG Jing, DUAN Yan-Ling |
Huazhong University of Science and Technology, Wuhan, China |
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Abstract This study explores different implementation patterns of market orientation as well as their determinants and performance consequences, based on threedimensional conceptualization by Narver and Slater. The research findings from a questionnaire survey of 227 Chinese manufacturing firms reveal that the MKTOR scale also has acceptable reliability and validity in Chinese manufacturers context; six implementation patterns of market orientation can be identified among Chinese manufacturers; implementation patterns of MO bring about different product innovation performance and financial performance; and implementation patterns are associated with internal organizational factors and external environmental factors.
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Received: 15 January 2010
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