Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Effects of Market Orientation and Learning Orientation on Business Performance in the Textile Firms: Focusing on Moderating Effect of Company Innovativeness

섬유업체의 시장지향성과 학습지향성이 사업성과에 미치는 영향: 기업 혁신성에 따른 조절효과를 중심으로

  • 여은아 (계명대학교 패션마케팅학과) ;
  • 박광희 (계명대학교 패션마케팅학과) ;
  • 김문영 (계명대학교 패션마케팅학과)
  • Received : 2007.08.01
  • Published : 2008.02.29
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Abstract

The purposes of this study were to investigate the effects of market orientation and learning orientation of textile firms on business performance and to confirm the moderating effect of company innovativeness on these relationships. Data collected from 167 textile firms through survey were analyzed by descriptive statistics, t-tests, and multiple causal modeling using AMOS 6.0. In results, the higher innovativeness, the stronger effect of market orientation on business performance. Also, the lower innovativeness, the stronger effect of learning orientation on business performance. Study results may suggest the needs of different focus of organization culture according to company characteristics in order to improve business performance.

Keywords

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