• The Journal of Industrial Distribution & Business
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• v.10 no.4
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• pp.33-41
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• 2019

Purpose - This study investigates the effect of strategic orientation on market performance with emphasis on the mediative role of innovation capability, economic value and relational value in food producer companies. Research design, data, and methodology - In this descriptive study, a population of 244 managers and employees of Food industry companies in Tehran were investigated. The respondents filled a questionnaire on strategic orientation, innovation capability, economic value, relational value and market performance, during January to August 2018. Reliability and validity were evaluated by Cronbach's alpha coefficient and confirmatory factor analysis. To analyze the data, Spearman's correlation coefficient and structural equation modeling were used by SmartPLS software. Results - Effects of competitor's orientation and technology orientation on all three intermediary variables were positive and significant. The effect of customer orientation on innovation and economic value was positive and significant, but the effect of customer orientation on the value of the relationship was insignificant. Furthermore, entrepreneurial orientation has a positive and significant effect on innovation capability. The effects of three mediator variables on market performance are positive and significant. Conclusions - As the relationship between the mediator variables and market performance were positive and significant, companies should have a comprehensive plan of focus on strengthening these variables.

• Journal of Distribution Research
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• v.16 no.5
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• pp.63-84
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• 2011

There are about 1,500 small or large traditional markets in Korea. Those conventional markets have been struggling for survival in rapidly changing market environment with highly intensified competition by accelerating the entrance of the Large-scale Discount Store and Super Supermarket which are managed and supported by Large companies like Samsung and Lotte. The loosing power of conventional markets have threatened the local merchants' survival and have influenced local economics falling down. To create better value for the customers who have more preference for department store and discount stores than conventional markets, conventional markets should have market orientation, which has three sub dimensions; customer orientation, competitor orientation and inter-functional coordinations. First objective of study is to find the appropriate roles of conventional markets in local areas. Second is to find out the market orientation functions for conventional markets to be survival in local markets in the long terms. Finally, this study will suggest some policies for the appropriate types of successful conventional markets considering various local situations. To achieve those objectives, we did the following procedure. First, we review the previous reports and studies of policies for conventional markets and local economy development, and propose some pros and cons of the previous policies. Secondly, we develop a market orientation framework of conventional markets, in which we suggest the developmental types and functions of market-orientation of conventional markets in accordance with the characteristics of local market and economic conditions of local areas. Then we formulate and discuss the study's contributions, managerial implications, and directions for future policy development. Especially for the policy development, we suggest the efficiency and economical effects of policy, human being development and management system, and the role of government and protection of local merchants in the development process.

• The Journal of Industrial Distribution & Business
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• v.8 no.1
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• pp.23-31
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• 2017

Purpose - Market orientation is a key factor for business performance in today's fluctuating conditions. This study investigates whether the employment of innovation can improve the innovative capability and increase the performance by gaining competitive advantages or not. Therefore, this study aims to investigate the effects of market orientation on the performance of small and medium size distributer enterprises (SMDEs) in Iran. Research design, data, and methodology - Customer orientation, Competitor orientation, and Inter-functional coordination have been regarded as market orientation indices to determine the effects of these indices on marketing innovation, gaining competitive advantages, and companies' performance as well. Data were collected from managers and experts in SMDEs in Iran. The structural equations modeling are used for analysis. Results - The results indicated that marketing innovation has been improved in competitive companies that enjoyed a high level of Inter-functional coordination among the various units. Besides, marketing innovation resulted in gaining competitive advantages regarding cost management, concentration, and differentiation in these companies. In addition, it was observed that SMDEs that obtain competitive advantages are equipped to reap superior performance. Conclusions - With cost management, differentiation and concentration are more likely to enhance the enterprise efficiency and effectiveness than other companies. Additionally, competitiveness, inter-functional coordination, and marketing innovation in SMDEs have a positive impact on marketing innovation.

• Asia Marketing Journal
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• v.8 no.1
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• pp.49-76
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• 2006

This study investigates the effect of market orientation of knowledge-based service suppliers on the sourcing process of service recipients. Focusing on a dyadic relationship between a supplier and a buyer, this study proposed a conceptual model of market orientation incorporating the antecedents and consequences of market orientation. This study empirically tested research hypotheses delineated from the conceptual framework. The present study revealed that the impact on the buyer's performance of the supplier's customer and competitor orientation turned out to be more influential than that of inter-departmental cooperation. Also these two dimensions of customer and competitor orientation played a positive role in reducing buyer's perceived risk and uncertainty related to the evaluation of services out-sourced. Interestingly enough, the supplier's perceived importance on the distance between the buyer and supplier remains important especially when the degree of buyer's market orientation is high. This finding is somewhat contrary to the fact that the geographic location of the buyer becomes less important for the internet-based B2B service providers. Based on the findings, this study suggested managerial implications and broadened the scope of academic research in the field of business services. Future research directions and the limitations of this study are also discussed.

• Journal of Korea Society of Industrial Information Systems
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• v.18 no.6
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• pp.127-140
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• 2013

This paper investigates the role of corporate entrepreneurship for enhancing a firm's market orientation and competence. It distinguishes exploitive competence enhancement from explorative competence enhancement. The results reveal that corporate entrepreneurship influences both exploitive competence enhancement and explorative competence enhancement. Interestingly, among the components of market orientation, competitor orientation plays key roles, facilitating interfunctional coordination, and thus increasing exploitive competence enhancement and explorative competence enhancement. However, customer orientation affects only explorative competence enhancement.

• Journal of Distribution Science
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• v.17 no.9
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• pp.35-45
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• 2019

Purpose - This study analyzes the relationship between inter-function coordination variables, competitor, customer and innovation orientation that has been developed by Narver & Slater (1990), also known as Market Orientation Strategy on SME Sutera's marketing performance, through direct and indirect effect relationships. Research design, data, and methodology - This study uses a sample of 168 respondents who are silk SME entrepreneurs in eleven Silk Craftsman sub-districts in Wajo Regency - South Sulawesi Province, Indonesia. Data collection using a questionnaire with a period between January - June 2019. Data analysis use PLS. The stages of testing the results of analysis go through several stages: the first stage, analysis of variable descriptions, the goodness of fit model (AVE, CR, Cronbach Alpha, R²) and hypothesis test. Results and Findings - From the fifteen hypothesis by direct and indirect effect state six hypothesis are rejected and eleven hypothesis are accepted. Overall, the concepts of Resource Based View theory (RBV) and Structure-Conduct- Performance theory (SCP) also provide a strategic picture for businessmen related to product innovation and service innovation and the urgency of regeneration in order to maintain the continuity of superior products in the future.

• Journal of the Korea Safety Management & Science
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• v.14 no.3
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• pp.245-257
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• 2012

Business environment, competition among firms in recent years, diverse and fragmented by the symbol of the consumer has become very complex and intense. Nevertheless, for the best performance of firms differentiated their company strives to have unique core competencies. In this study, reviewing the internal customer support activities and existing research on market orientation and then how it affects the future strategy for the internal customer support activities. Through the results of this study, first, to appear understanding of the effect of education and training to customers in enterprise-wide, strategic plan through competitor analysis, improved communication between departments, etc need to design to be effective in performance of company in a long term when in planning and training for employees such as job training, service training and training for improving service mind. Second, employment stability and internal communications to the employee's customer orientation showed no significant affect. This is considered for employees due to lack of fear or anxiety, so the employer could focus on his role in the current organization willing to participate actively for goals of the organization. Finally external customer orientation in the employee's customer orientation did not affect the analysis results which is appeared to in companies are constantly communicating with employees through the company's position and the difference between the employee's position is necessary to look for ways to narrow down.

• Journal of Global Scholars of Marketing Science
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• v.11
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• pp.103-128
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• 2003

As the service market is increasingly competitive, internal marketing, marketing orientation, and customer satisfaction are becoming a crucial issue to the survival and growth of the service firms. This Study examined the structure modeling of internal marketing, market orientation, and customer satisfaction to verify the relationship among construct variables. Conslusively, the higher degree of internal marketing and market orientation, the higher degree of customer satisfaction. Specifically, The positive impact of internal marketing, customer orientation and competitor orientation on customer satisfaction is verified respectively. But, the impact of interfunctional coordination on customer satisfaction is rejected. The company is required to intensify interfunctional coordination in company operation process to boost sustainable competative advantage.

• Journal of Korea Society of Industrial Information Systems
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• v.22 no.4
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• pp.79-95
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• 2017

This Study Investigates Whether R&D Capabilities and Market Orientation have Significant Effects on Product Innovation Performance in Order to Enhance Customer Value and Technology Innovation Competitiveness Considering the Characteristics of Rapidly Changing Semiconductor Industry. In other Words, as in the Research Model, the Purpose of this Study is to Investigate the Causal Relationship between the Independent Variable, R&D Capability and Market Orientation, on Product Innovation Performance, which is a Dependent Variable, through the Moderating Variable of Technological Innovation Orientation. For this Study, we Conducted a Questionnaire Survey on the Employees of Development Companies in the Semiconductor Industry and Finally Collected 118 Valid Questionnaires. The Collected Data was Analyzed by Multiple Regression Analysis with Demographic Characteristics as Control Variable and Hierarchical Regression Analysis was Conducted with the Moderating Effects of Technological Innovation Orientation. The Results Showed that the Higher the R&D Intensity and the External Network Capacity, the Higher the Product Innovation Performance. Also, the Product Innovation Performance was Higher than the Customer Orientation and Competitor Orientation Among the Market Orientation. In Addition, only R&D Capability Confirms that Technology Innovation Orientation is Moderated. The Result of this Study is to Improve Understanding of R&D Capability and Market Orientation in Creating of Product Innovation Performance of Semiconductor Companies and to offer Valuable Research Data in Empirically Supporting that Technological Innovation Orientation is an Important Moderating Factor in Creating Firm's Product Innovation Performance and Sustainable Competitive Advantage.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.4
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• pp.562-572
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• 2008

This study is to understand the current situation of the Seoul Collection and suggest market oriented strategies in order to establish a more effective fashion market. Three elements-time, form, and, place-were defined to analyse the dynamics of the collection and two factors-customer/competitor oriented information and information interaction among participants-were employed to evaluate the Seoul collection toward market orientation. The data were collected from the collection participants via an in-depth interview. The identified major market factors were: 1. Time-In order to create a desirable market, the opening time of the Seoul Collection needs to be rescheduled in accordance with the openings of other countries. Also the time must be suitable to the buyer's movement. 2. Product-Products which did not meet the needs of the market and their unrealistically high prices were two main factors that hindered sales. 3. Place-Although the place was a vital factor to the success of the collection, the facility was not fully a suitable location for buyers to place orders. Additionally, the analyzed data indicated the low market-oriented Seoul collection. Vital to elevating the Seoul Collection to meet the global standard, therefore, more practical research and merchandise planning should be arranged in advance.