Integrating Customer Orientation, Corporate Entrepreneurship, and Learning Orientation in Organizations-in-Transition: An Empirical Study

International Journal of Research in Marketing 19 (2002), 367–382

Posted: 21 Dec 2016

See all articles by Sandra S. Liu

Sandra S. Liu

Purdue University

Xueming Luo

Temple University

Yi-Zheng Shi

Hong Kong Baptist University (HKBU)

Date Written: 2002

Abstract

The paper addresses the issue of interrelationships between market orientation, corporate entrepreneurship, and learning orientation in the context of emerging economies. These three constructs have drawn an increasing level of interest in both marketing and management fields as organizations face challenges in a volatile environment. With a national sample of state-owned enterprises in China, the present study simultaneously tests potential relations between these structural constructs and their relationships with the organizational outcome that is reflected with marketing program dynamism. The findings of this study indicate that: (1) sampled state-owned enterprises demonstrate a higher level of changes in organizational outcome resulted from a stronger customer orientation, corporate entrepreneurship, or learning orientation; (2) learning orientation fully or partially mediates the impact of customer orientation and corporate entrepreneurship on outcome; (3) state-owned enterprises with foreign partnership have a higher level of customer orientation, entrepreneurship, and learning orientation; and (4) state-owned enterprises in the service sector have a higher level of customer orientation.

Keywords: Customer orientation, Corporate entrepreneurship, Learning orientation, Transitional economy

Suggested Citation

Liu, Sandra S. and Luo, Xueming and Shi, Yi-Zheng, Integrating Customer Orientation, Corporate Entrepreneurship, and Learning Orientation in Organizations-in-Transition: An Empirical Study (2002). International Journal of Research in Marketing 19 (2002), 367–382. Available at SSRN: https://ssrn.com/abstract=2888476

Sandra S. Liu

Purdue University ( email )

610 Purdue Mall
West Lafayette, IN 47907
United States

Xueming Luo (Contact Author)

Temple University ( email )

1810 N. 13th Street
Floor 2
Philadelphia, PA 19128
United States

HOME PAGE: http://www.fox.temple.edu/mcm_people/xueming-luo/

Yi-Zheng Shi

Hong Kong Baptist University (HKBU) ( email )

Department of Economics
Kowloon, Hong Kong
Hong Kong

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