Market Orientation, Growth Strategy, and Firm Performance: The Moderating Effects of External Connections. (1st December 2016)

• Record Type: Journal Article
• Authors: Filatotchev, Igor; Su, Zhongfeng; Bruton, Garry D.
• Is Part Of: Management and organization review. Volume 13:Number 3(2017:Nov.)
• Page Start: 575
• Page End: 601
• Publication Date: 2016-12-01
• Subjects: business ties, -- firm performance, -- market expansion strategy, -- market orientation, -- political ties, -- product expansion strategy; 商务关系, -- 公司绩效, -- 市场拓展策略, -- 市场导向, -- 政治关系, -- 产品拓展策略; कारोबारी सम्बन्ध, -- फर्म प्रदर्शन, -- बाज़ार विस्तार रणनीति, -- बाज़ार अनुकूलन, -- राजनैतिक सम्बन्ध, -- उत्पाद विस्तार रणनीति; conexões empresariais, -- desempenho empresarial, -- estratégia de expansão de mercado, -- orientação ao mercado, -- conexões políticas, -- estratégia de expansão de produto; деловые связи, -- производительность компании, -- стратегия расширения рынка, -- рыночная ориентация, -- политические связи, -- стратегия расширения товарного ассортимента; Vínculos empresariales, -- desempeño empresarial, -- estrategia de expansión de mercado, -- orientación al mercado, -- lazos políticos, -- estrategia de expansión de producto; Management -- China -- Periodicals; Industrial management -- China -- Periodicals; International business enterprises -- Management -- Periodicals; Management -- Periodicals; Organizational sociology -- Periodicals; 658.00951
• DOI: 10.1017/mor.2016.31
• Languages: English
• ISSNs: 1740-8776

Abstract

ABSTRACT: This study examines the mediating effect of growth strategy (including market and product expansion strategies) on the linkage of market orientation (MO) to firm performance and the moderating effects of a firm's external connections (including political and business ties) on the relationship between MO and growth strategy. It finds that both market and product expansion strategies are key conduits through which MO improves firm performance. In addition, the relationship between MO and market expansion strategy is positively moderated by political ties but negatively moderated by business ties, while the linkage of MO to product expansion strategy is moderated negatively by political ties but positively by business ties. By combining mediating and moderating effects in a framework that integrates MO, growth strategy, external connections, and firm performance, this study enriches our knowledge on the implications of MO and provides insight into factors that facilitate firm growth.