How Does Environmental Variable Moderate the Impact of Market Orientation on Firm Performance?  

Oleh:

Soehadi, Agus W.

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI - atma jaya
Dalam koleksi: Jurnal Ekonomi dan Bisnis vol. 5 no. 1 (Feb. 2005), page 59-69.
Topik: Market Orientation; Firm Performance; Commpetitive Intensity; Retail Industry; Structual Equation Modeling; SEM; Indonesian Market; Demand Volatility
Fulltext: Agus W Soehadi.pdf (660.86KB)

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Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ100.5 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Recent studies have shown evidence of a positive relationship between market orientation and firm performace, However, some scholars have suggested that environmental variables could moderate this relationship. An investigation is made of how environmental variables affect the strength of the market orientation and firm performace relationship. The empirical results suggest that the effect or environmental variables on market orientation and form performace is inclonclusive. Each environmental variable ahs a differential effect toward market orientation, competitive environment has negative effect and demand volatility has no effect.

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