학습지향성과 시장지향성이 마케팅역량과 기업성과에 미치는 영향The Roles of Learning Orientation and Market Orientation in Driving Marketing Capabilities and Firm Performance
- Other Titles
- The Roles of Learning Orientation and Market Orientation in Driving Marketing Capabilities and Firm Performance
- Authors
- 신소현; 이성호; 채서일
- Issue Date
- 2011
- Publisher
- 한국마케팅학회
- Keywords
- Learning orientation; Market orientation; Marketing capability; Firm performance; Resource-based view; 학습지향성; 시장지향성; 마케팅역량; 기업성과; 자원기반이론
- Citation
- 아시아마케팅저널, v.13, no.3, pp.1 - 23
- Indexed
- KCI
- Journal Title
- 아시아마케팅저널
- Volume
- 13
- Number
- 3
- Start Page
- 1
- End Page
- 23
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/113739
- ISSN
- 1598-7868
- Abstract
- The previous studies found the importance of market orientation (MO), learning orientation (LO), and marketing capabilities (MC) in driving firm performance (FP), but respectively. This research attempted to integrate the rather separate research streams of MO, LO, and MC in explaining FP. How MO and LO, as two critical constructs of organizations’ cultural values, affect FP was examined with the mediating role of MC (composed of marketing planning capability (MPC) and marketing implementation capability (MIC)). Specifically, we derived specific conceptualizations on the effects of LO on FP through MO, MPC, and MIC as well as the effect of MO on FP through MPC. Accordingly, we empirically tested a process of how LO, MO, and MC translate into FP, using survey data of 146 respondents from Korean companies. The results successfully supported our model. It is worth noting not only that LO and MO are found to have synergistic effects on FP through MC but also that LO fosters MO. The relevant implications of our findings are presented with limitations and further research directions.
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Collections - Korea University Business School > Department of Business Administration > 1. Journal Articles
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