Market Orientation, Performance, and Perceived Environmental Uncertainty in South Korean Apparel Retail Stores

Eun Jin Hwang () and Marjorie J. T. Norton
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Eun Jin Hwang: Indiana University of Pennsylvania
Marjorie J. T. Norton: Virginia Tech

Transnational Corporations Review, 2010, vol. 2, issue 3, 44-58

Abstract: We investigated the effects of environmental uncertainty on South Korean apparel retailers' performance and market-orientation (MO) strategies and the effects of their MO strategies on their performance. Market turbulence negatively affects the retailers' performance and use of some MO strategies, but their use of some MO strategies positively affects performance.

Keywords: market orientation; performance; uncertainty; apparel retailing; South Korea (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:oul:tncr09:v:2:y:2010:i:3:p:44-58

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