Market Orientation and Organizational Performance: The Integration of Cultural and Behavioral Perspectives and the Moderating Role of Information Technology Competence

摘要

For nearly half a Century, the concept of market orientation (MO) has received considerable academic and practitioner attentions. It is widely believed that market orientation is a key strategic predictor for a firm's sustained competitive advantage and performance. While the pursuit of MO may well be laudable, few studies incorporate both MO culture and MO behavior simultaneously into their research. Moreover, little attention has been given to the role of information technology competence (IT competence) in the relationship between MO behavior and business performance. The purpose of this study is to investigate the "MO culture-MO behavior-performance" relationship and the moderating influence of IT competence on MO behavior-organizational performance relationship based on the "structure-conduct-performance" framework and the resource-based view. Our research findings show that both MO culture and MO behavior positively influence organizational performance, and MO behavior is a significant mediator within the MO culture-organizational performance relationship. Moreover, we also found a significant moderating effect of IT competence on the MO behavior-organizational performance relationship. Implications for practitioners and researchers and suggestions for future research are also discussed in this study.