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The effect of market orientation on speed-to-market in international markets
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Type
Academic journal
Author
Journal
동아시아경상학회 East Asian Journal of Business Economics East Asian Journal of Business Economics 제7권 제1호 KCI Accredited Journals
Published
2019.1
Pages
39 - 49 (11page)

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The effect of market orientation on speed-to-market in international markets
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Abstract· Keywords

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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.

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References (43)

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Atuahene-Gima, K. / 1995 / An exploratory analysis of the impact of market orientation on new product performance : A contingency approach / Journal of Product Innovation Management 12(4):275~293 google schola Boyd, B. K. / 1993 / Divergence between archival and perceptual measures of the environment : Causes and consequences / Academy of Management Review 18(2):204~227 google schola Carmel, E. / 1995 / Cycle time in packaged software firms / Journal of Product Innovation Management 12:110~123 google schola Carbonell, P. / 2006 / The impact of market characteristics and innovation speed on perceptions of positional advantage and new product performance / International Journal of Research in Marketing 20(1):1~12 google schola Chen, J. / 2005 / The impacts of speed-to-market on new product success : the moderating effects of uncertainty / IEEE Transactions on Engineering Management 52(3):199~212 google schola

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