摘要
本文研究共变量对市场导向与企业业绩等产出变量之间的关系,通过采用MKTOR量表测量市场导向,并将企业竞争能力作为市场导向的决定因子,同时将企业预期行为作为产出因子,对市场导向进行结构方程模型的定量研究。最后证明,在不同企业成熟度的企业中,例如跨国公司和小作坊式企业,市场导向的水平未必导致优良的企业业绩和良好的企业预期行为。
This paper researched the influences of moderator on relations between market orientation and performances. MKTOR was adopted as the scale of market orientation while competitions as the determinants and plus future activities as outcomes. This paper followed SEM and reached negative conclusions that market orientation must influence performances of different mature rate companies, such as MNC and small company.
出处
《国际商务研究》
CSSCI
北大核心
2010年第3期65-71,共7页
International Business Research
