East Asian Journal of Business Economics (EAJBE) (동아시아경상학회지)

East Asia Business Economics Association (동아시아경상학회)
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The Effect of Market Orientation on Speed-to-market in International Markets

  • Kim, Eunmi (Graduate School of International Studies, Pusan National University)
  • Received : 2019.02.17
  • Accepted : 2019.03.19
  • Published : 2019.03.30
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Abstract

Purpose - The major aim of this article is to advance understanding of the relationship between market orientation and speed-to-market. Specifically, this study examines the different impacts of component of market orientation on commitment to R&D and speed-to-market and explores whether market uncertainty plays a role of moderating in speed-to-market for market-oriented firms. Research design, data, and methodology - This study collected a survey data from Korean exporting firms. The Final sample size was 196. The measure of market orientation was conceptualized with second order constructs. All items were measured on five-point scale. To confirm hypotheses, this study conducted a hierarchical regression. Results - As sub-constructs of market orientation, customer orientation, competitor orientation and interfunctional coordination foster speed-to-market, and the relationship between only customer orientation and speed-to-market might be weakened when the extent of market uncertainty is high. Conclusions - This study confirmed the relationship between market orientation and speed-to-market, with three components of market orientation respectively, and whether market uncertainty plays a role of moderating which weaken the link between market orientation and speed-to-market. It could be useful to take a component approach to the market orientation construct, because the roles of different market orientation components might vary, contingent on uncertainty in the environment.

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References

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