A comparative study of market orientation in China's two services sectors

Riliang Qu

International Journal of Business Environment, 2008, vol. 2, issue 1, 38-49

Abstract: Developing a Market Orientation (MO) is one of the key managerial issues. In this study, using a sample of firms from two services sectors in China with distinctly different business environments, we explored the effects of business environment on the development of a MO. A key finding of our study is that the effectiveness of top management emphasis on the MO development varies under different environmental conditions.

Keywords: market orientation; business environment; top management emphasis; services; China; hotels; travel services; tour operators; travel agents; tourism; hospitality. (search for similar items in EconPapers)
Date: 2008
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