Korea Trade Review (무역학회지)

Korea Trade Research Association (한국무역학회)
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The Effect of Market Orientation of SMEs on Responsiveness to Market Change and Organizational Performance: Focused on a Comparative Study of Manufacturing and Service Firms

중소기업의 시장지향성이 시장변화 대응능력 및 조직성과에 미치는 영향: 제조기업과 서비스기업의 비교연구를 중심으로

  • Son, Je-Young (Department of International Business and Trade, Kyunghee University) ;
  • Kang, In-Won (Department of International Business and Trade, Kyunghee University)
  • Received : 2019.05.20
  • Accepted : 2019.06.25
  • Published : 2019.06.30
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Abstract

As many studies have contributed to various aspects of the market by utilizing market orientation, however, this study has tried to overcome limitations of existing studies and suggest more concrete and extended implications. In this study, the relationship between market orientation, responsiveness to market change, and organizational performance of SMEs was examined and compared with characteristics of SMEs (manufacturing and service firms). As a result of the verification, interfunctional coordination has a strong influence on the ability of the organization to respond to market changes as well as customer orientation and competitor orientation. And responsiveness to market change, organizational flexibility has a strong impact on both personal performance and overall team performance. As a result of the comparative study, it can be concluded that manufacturing firms emphasize competitor orientation and organizational agility while service firms emphasize customer orientation and organizational flexibility.

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