THE IMPACT OF TECHNOLOGY ORIENTATION AND CUSTOMER ORIENTATION ON FIRM PERFORMANCE: EVIDENCE FORM CHINESE FIRMS

Rizwan Ali, Gao Leifu and Ramiz-ur-Rehman

International Journal of Management and Marketing Research, 2016, vol. 9, issue 1, 1-11

Abstract: This study examines how Technology Orientation (TO) and Customer Orientation (CO) with organizational characteristics e.g. firm size and culture collectively impact firm performance. A sample of 158 Chinese firms were clustered of the basis of their mix of Technology Orientation (TO) and Customer Orientation (CO). The paper provides evidence that firms combining several strategic orientations such as (TO) and (CO) perform better. The second key finding is that organizational characteristics e.g. firm size and collectivism have a positive influence on firm performance while power distance and risk taking have a negative influence on firm performance. Implications of the findings are discussed.

Keywords: Technology Orientation (TO); Customer Orientation (CO) and Firm Performance (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://www.theibfr2.com/RePEc/ibf/ijmmre/ijmmr-v9n1-2016/IJMMR-V9N1-2016-1.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ibf:ijmmre:v:9:y:2016:i:1:p:1-11

Access Statistics for this article

International Journal of Management and Marketing Research is currently edited by Terrance Jalbert

More articles in International Journal of Management and Marketing Research from The Institute for Business and Finance Research
Bibliographic data for series maintained by Mercedes Jalbert ( this e-mail address is bad, please contact ).