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http://dx.doi.org/10.29214/damis.2019.38.4.007

A Study on the Effect of Market Orientation on Relationship Specific Investment and Performance  

Kim, Kwang-Myung (Dept. of Business Administration, University)
Park, Ju-Sik (Dept. of Business Administration, University)
Publication Information
Management & Information Systems Review / v.38, no.4, 2019 , pp. 113-136 More about this Journal
Abstract
Business performance is the ultimate output of company's effort. So in all academic area of business, scholars have tried to identify influencing factors on the business performance. This study also try to identify the factors and relati on among factors focusing on market orientation and relationship specific investment. Based on the literature review, we developed hypotheses. To examine the hypotheses we gathered survey data from B2B companies located in the Ulsan and 288 survey data was used to the analysis. Research results are as follows. As sub-factor of market orientation intelligence generation and responsiveness to intelligence affected on the relationship specific investment significantly and relationship specific investment also affected performance significantly. But all sub-factors of market orientation didn't influenced performance significantly meaning the mediating effect of relationship specific investment between market orientation and performance. Finally, the relation between intelligence generation and relationship specific investment was moderated negatively by dependence. The theoretical and practical implications of this study and limitations were discussed.
Keywords
Market-Orientation; Relationship-Specific-Investment; Performance; Dependence;
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Times Cited By KSCI : 2  (Citation Analysis)
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