Does cooperative goal interdependence facilitate market orientation? A top management’s firm–customer perspective in China

Yifeng Nancy CHEN, Mike CHAO, Yuejie PAN*

*Corresponding author for this work

Research output: Journal PublicationsJournal Article (refereed)peer-review

Abstract

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.
Original languageEnglish
Number of pages25
JournalAsia Pacific Business Review
DOIs
Publication statusE-pub ahead of print - 15 Jul 2020

Bibliographical note

This study is supported by General Research Fund (No. 13500114) from Hong Kong University Grants Committee.

Keywords

  • Competitive goal
  • competitor orientation
  • cooperative goal
  • customer orientation
  • independent goal
  • inter-functional coordination

Fingerprint Dive into the research topics of 'Does cooperative goal interdependence facilitate market orientation? A top management’s firm–customer perspective in China'. Together they form a unique fingerprint.

Cite this