Market orientation and business performance: Evidence from franchising industry

被引：103

作者：

Lee, Yong-Ki ^{[1
]}

Kim, Soon-Ho ^{[2
]}

Seo, Min-Kyo ^{[3
]}

Hight, S. Kyle ^{[2
]}

机构：

[1] Sejong Univ, Sch Business, Seoul 143747, South Korea

[2] Georgia State Univ, Cecil B Day Sch Hospitality, J Mack Robinson Coll Business, Atlanta, GA 30303 USA

[3] Maxcess Consulting Co, Seoul 110111, South Korea

来源：

INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT | 2015年 / 44卷

关键词：

Franchisor's market orientation; Competitive strategy; Business performance; Top management factors; COMPETITIVE ADVANTAGE; ANTECEDENTS; ENVIRONMENT; MODERATOR; IMPACT; COST;

D O I：

10.1016/j.ijhm.2014.09.008

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This paper examines the relationships between top management factors, franchisor market orientation, competitive strategy, and business performance within the context of Korean franchisor companies. 156 food-service franchise firms provide the basis for this empirical investigation. Findings show that top management factors such as management emphasis and risk aversion can lead to market orientation. Franchisor market orientation was found to lead differentiation and cost strategies, which, in turn, increase financial and non-financial business performance. Also, market orientation directly increases financial and non-financial business performance. The context of the franchise industry differs from other industries, and this paper discusses the implications of these findings for researchers and managers in the franchise industry. (C) 2014 Elsevier Ltd. All rights reserved.

引用

页码：28 / 37

页数：10

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