A Comparison Of The Market Orientation Of Chinese And US Firms

Abstract

A lack of empirical research exists on marketing orientation in China. In order to begin to address this research gap, a study was conducted assessing managers’ perceptions of the market orientation of Chinese firms and its impact on business performance. Multiple measures of market orientation and business performance were assessed and analysis was conducted across different types of organizations and in different industries. This analysis shows that Chinese firms have a strong market orientation. They recognize the importance of being kept informed about environmental trends, competitor activities and the evolving needs of their customers. They disseminate information among their staff and respond to opportunities to provide better products and quality services to their customers. Although the relationship between market orientation and business performance may be complex, this study provides some empirical evidence that better performance will be achieved by the market-oriented organization.