Examination of the Effects of Market Orientation on Performance: Innovativeness as a Mediator

被引：0

作者：

Yazar, Anil ^{[1
]}

Tanrikulu, Ceyda ^{[1
]}

机构：

[1] Adana Alparslan Turkes Sci & Technol Univ, Dept Int Trade & Finance, Adana, Turkey

来源：

PACIFIC BUSINESS REVIEW INTERNATIONAL | 2021年 / 14卷 / 03期

关键词：

Market orientation; innovativeness; performance; customer orientation; competitor orientation; interfunctional coordination orientation; ENTREPRENEURIAL ORIENTATION; PROFITABILITY; ANTECEDENTS; CULTURE; IMPACT;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The main purposes of this research were to identify not only the effect of market orientation (with its dimensions) and innovativeness on company performance, but alsothe role of innovation as a mediator in the relationship between market orientation (also its dimensions) and performance. Data werecollected by using self-administrated questionnaire applied to a convenience sample of 150 firms. Regression and mediation analyses wereperformed to test the hypotheses. The main findings demonstrated that market orientation and its dimensions (out of customer orientation)haddual mechanism, which means direct effect and indirect effect via innovativeness as a mediator, on performance. Innovativeness was found to contribute to the company performance in terms of both its direct and mediator effects. The findings were evaluated, and suggestions were presented for future research and practice.

引用

页码：7 / 16

页数：10

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