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Relevance Research between Market Orientation and Enterprise Performance

Author: WangYu
Tutor: GaoJingMei
School: Dongbei University of Finance
Course: Business management
Keywords: market orientation enterprise performance informatization of enterprise organizational innovation manufacture
CLC: F272
Type: Master's thesis
Year: 2010
Downloads: 92
Quote: 0
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Abstract


The theory of market orientation was originated from the end of 1980s. After years of development, the research about market orientation has included definition, measuring methods, applications, and relevance with enterprise performance, so on and so forth. In resent years, the correlation problems between market orientation and enterprise performance has become the focus topic in theory horizon. By introducing intermediary variables to the relational model of market orientation and enterprise performance, and choosing proper research samples, the scholars have been doing different levels of researches in this issue. As the connotation of market orientation involves lots of aspects, and at the same time, influencing factors of enterprise performance are also complicated, till nowadays, there isn’t a final conclusion of interaction mode between market orientation and enterprise performance.Based on the previous research achievements, the paper makes a relational model of market orientation and enterprise performance, by analyzing the marketing environment and business operations, introducing informatization of enterprises and organizational innovation as intermediary variables.Innovation is a reliable assurance to the enterprises’productions and operations, and it is a perpetual topic of enterprise development. Meanwhile, in this complicated and fluctuant marketing environment, getting the timely and exact market information is very important for an enterprise to coordinate internal organizations, distribute resources and make correct decisions. In order to get information efficiently, informatization construction is essential. Based on the mentioned, this paper takes informatization of enterprises and organizational innovation as intermediary variables, and set a relational model that includes four variables: market orientation, informatization of enterprises, organizational innovation and enterprise performance. The paper raises seven assumptions, randomly extract 150 manufactures in Zhaoyuan city as research samples. According to the collected data, the paper concludes the interaction mode between market orientation and enterprise performance by positive analysis. Research results show that:market orientation and enterprise performance are not positive correlation; organizational innovation and enterprise performance are positive correlation; market orientation and organizational innovation are positive correlation; organizational innovation is an intermediary variable between market orientation and enterprise performance; market orientation and informatization of enterprises are positive correlation; informatization of enterprises and enterprise performance are positive correlation; informatization of enterprises is an intermediary variable between market orientation and enterprise performance. According to the research results, in the end, the paper proposes management suggestions:firstly, set up the market orientation concept, and pay attention to the implementation of market orientation; secondly, strengthen the construction of enterprise informatization, and build a perfect information system; thirdly, pay attention to organizational innovation, and improve enterprise innovation ability through two aspects—management innovation and technical innovation.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise planning and management decision - making
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