A Review of the Impact of Market Orientation on Organizational Performance

DOI

10.2991/ieesasm-17.2018.92How to use a DOI?

Keywords

market orientation; organizational performance; organizational strategy

Abstract

Market orientation is one of the major research areas for the development of strategic marketing in the past two decades. Since the early 1990s, the main goal of market-oriented research has been the relationship between market orientation and organizational performance. This paper reviews the domestic and foreign scholars' research results on the relationship between market orientation and organizational performance. The results show that the existing research can be divided into three types: the first one is that the market orientation directly affects the organizational performance; the second is the relationship between the organizational performance and the market orientation; The influence of market orientation on organizational performance exists in the role of intermediary variables and regulatory variables. Third, market orientation has no direct impact on organizational performance.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - RongJun Ni
AU  - Min Qian
PY  - 2018/01
DA  - 2018/01
TI  - A Review of the Impact of Market Orientation on Organizational Performance
BT  - Proceedings of the 2017 5th International Education, Economics, Social Science, Arts, Sports and Management Engineering Conference (IEESASM 2017)
PB  - Atlantis Press
SP  - 439
EP  - 442
SN  - 2352-5398
UR  - https://doi.org/10.2991/ieesasm-17.2018.92
DO  - 10.2991/ieesasm-17.2018.92
ID  - Ni2018/01
ER  -