Market Orientation and Corporate Performance: The Mediated Effect of Marketing Capability
Market orientation is regarded as one of the executive tools of marketing concept,and having been one of the most important research topics in academia,including its antecedents and consequences and the relationship between market orientation and corporate performance. The existing theories are not unanimous about the impact of market orientation on corporate performance. The underlying causation lies on the relationship between market orientation and corporate performance is not direct,but some mediums are in existent. This paper focuses on the mediated effect of marketing capability on the relationship between Market orientation and corporate performance,constructing a mediated model and testing it empirically based on Chinese companies. According to the conclusions,we indicate that companies must actively transform their market orientations into marketing capabilities effectively,so as to gain excellent performances and persistent competitive advantages.
Corporate performance marketing capability market orientation
Quan Hong Liu Tao Wang
School of Business,Jianghan University,Wuhan 430056,P.R.China School of Economics and Management,Wuhan University,Wuhan 430072,P.R.China
国际会议
北京
英文
2098-2102
2009-10-21（万方平台首次上网日期，不代表论文的发表时间）