Market Orientation And Performance: Does Organizational Strategy Matter?
Market Orientation And Performance: Does Organizational Strategy Matter?
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DOI：
10.19030/jabr.v18i1.2099
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发表时间：
2011-01
影响因子：
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通讯作者：
K. Kumar;R. Subramanian;Karen Strandholm
中科院分区：
文献类型：
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作者：
K. Kumar;R. Subramanian;Karen Strandholm
使用对 159 家医院的调查数据来测试低成本和差异化战略的市场导向与企业绩效之间的关系。实行差异化战略的医院比实行成本领先战略的医院具有更强的市场导向。与追求成本领先战略的组织相比，市场导向对追求差异化战略的组织的绩效产生更积极的影响。在成本领先组中，市场导向的职能间协调成分显着影响企业绩效，而在差异化组中，市场导向的客户导向和竞争对手导向成分对绩效有显着影响。还讨论了这些发现对管理者的影响。
Data from a survey of 159 hospitals was used to test the relationship between market orientation and firm performance for low cost and differentiation strategies. Hospitals pursuing a differentiation strategy had stronger market orientation than those pursuing a cost leadership strategy. Market orientation had a more positive impact on the performance of organizations pursuing a differentiation strategy than on those pursuing a cost leadership strategy. In the cost leader group, the inter-functional coordination component of market orientation significantly affected firm performance, while in the differentiator group the customer orientation and competitor orientation components of market orientation had significant impact on performance. The implications of these findings for managers also are discussed.