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| Tekijä: | Ellis, P.D. |
| Otsikko: | Is market orientation affected by the size and diversity of customer networks? |
| Lehti: | Management International Review
2010 : VOL. 50:3, p. 325-345 |
| Asiasana: | market orientation customers networks Hong Kong China international trade |
| Vapaa asiasana: | intermediation |
| Kieli: | eng |
| Tiivistelmä: | The link between market orientation (herein as: m-ortn.) and firm performance is well documented. However, less is known about those factors leading to firms being market oriented. Existing research has underlined factors internal the firm. This study takes a complementary emphasis on external, network-specific factors. Based on data gathered from a sample of international trade intermediaries, it is found that m-ortn. is affected by both the size and diversity of firms' customer networks and trading activities. A m-ortn. is both promoted and hindered by network diversity. In low diversity environments (as: envts.), increasing levels of network and geographic diversity boost a firm's m-ortn. In high diversity envts., additional diversity mixes up the interpretation of market intelligence with adverse consequences for m-ortn. |
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