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E-ISSN : 2288-2766
The effect of market orientation on speed-to-market in international markets
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 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 consisting of customer orientation, competitor orientation, and interfunctional coordination. 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 had positive effects on speed-to-market, respectively. In addition, market uncertainty had a negative moderating effect on the relationship between customer orientation and speed-to-market significantly. 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. 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. 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.
- keywords
- Market Orientation, Customer Orientation, Competitor Orientation, Interfunctional Coordination, Market Uncertainty, Speed-to-market
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