Relation between market orientation and market environment et al., in Korean firms entering to North American markets

Abstract

This study was conducted to test the antecedent factors of market orientation and the relationship between market orientation and business performance of overseas subsidiaries. The author also investigates whether competitive strategy might affect the strength or weakness of the market orientation—performance relationship. The results of research show that the magnitude of the firm and market turbulence have significance as antecedent factors of market orientation, and competitive strategy can also moderate the relationship between market orientation and performance. Lastly, the results show that the relationship between market orientation and performance has a positive significance.