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• W808018317 abstract "AbstractCeluch, Green, Saxby and Ehlen developed a model of the relationships among market orientation and internet -related cognitions. The purpose of this paper is to test all relationships among market orientation, behavioral norms, internet efficacy, internet usage benefits and behavioral intention in Hong Kong small business companies. A survey was employed and questionnaires were distributed to 100 Hong Kong small business managers. The findings showed that there are positive relationships among the market orientation, behavioral norms, internet efficacy, internet usage benefits and behavioral intention respectively.Keywords: Market orientation, behavioral norms, internet efficacy, internet usage benefits and behavioral intention.IntroductionMarket orientation has been developed well with more recent investigations and researches and is now a focus for marketing managers when planning its business strategies26,42. Market orientation is defined as generating market intelligence, disseminating it across sections of the firm and taking actions based upon it for organization37. It was suggested that using this definition, companies are easier to evaluate their degree of being market-oriented. There are three behavioral components within this concept. They are customer orientation, competitor orientation and inter-fimctional coordination. These three components cannot be achieved without effective information acquisition and dissemination programs42.According to Baker and Sinkula3, it was summarized that market orientation is the trait of an organization that determines the priority of market information processing activities and its use in the strategic process. Market orientation is important for business to include its culture. It is difficult and expensive to develop and maintain53. Therefore, market orientation should be developed earlier and maintained continuously. This process is complicated and a certain amount of money and time are necessary. However, this concept can continuously create superior value to the firms and the firms can achieve success under any environmental conditions53.There are many benefits that market orientation can bring to firms if the concept is considered when planning business strategies. Implementing market orientation can clarify the focus and objectives of a firm's strategies, improve employees' job satisfaction and commitment to the organization, lead to new product success and enhance customer satisfaction, overall business performance and competitiveness in the market25,37,53. It is also cost-effective and can create superior values for customers and can lead to maintainable competitive advantage42.According to Slater and Narver53, benefits of market orientation can be achieved by allocating human or financial resources so as to alter the level and emphasis in market orientation. Moreover, competitive environment was found to have limited impact to the strength of relationship between market orientation and the firm performance33,53.Why for small to mid-sized firms?A generally accepted truth is that small companies are vital for economies11. Small firms also generate a high number of new jobs and essential innovations to the market10. They play a major role in the export market. The key to success for many small firms is diversification11. Marketing and business decisions making are often taken by the owner or manager of the small or mid-sized firms13. Decision makers in these firms show implicit marketing strategies within their scope of marketing activities that is informal. Their decisions take account of the competition and are probably short term11.In the concept of market orientation, firms are viewed as knowledge systems and they mainly focus on managerial and market information processing in context of customers and competitors, especially for timely acquiring, diffusing and responding to market information25,27,3 ,53. …" @default.
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• W808018317 title "Case Study: A Modified Model of the Relationships among Market Orientation and Internet-Related Cognitions for Hong Kong Small Business Environment" @default.
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