Projects per year
Market orientation concerns customer satisfaction in essence. Empirical studies have indicated that market orientation contributes to a firm’s superior performance, sustainable competitiveness, and organizational success. Drawing on theory of cooperation and competition, this study unravels the relationship between firm-customer goal interdependence and market orientation. Results of our study with a sample of 120 entrepreneurial firms recruited in China demonstrate that developing cooperative, but not competitive or independent, goals with customers is effective for facilitating collaboration among internal departments, which ultimately strengthens the market orientation of firms. Theoretical and practical implications are discussed.
Bibliographical noteThis study is supported by General Research Fund (No. 13500114) from Hong Kong University Grants Committee.
- Competitive goal
- competitor orientation
- cooperative goal
- customer orientation
- independent goal
- inter-functional coordination
Don't Smash a Pot Just Because It is said to be Cracked - Conflict Management and Face Protection may Buffer the Negative Impacts of Reactance (破罐不一定要破摔──衝突管理及面子對叛逆行為的調節作用)
1/01/15 → 30/06/17
Project: Grant Research