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ABSTRACT This study examines how economic ideology and industry type
moderate the impacts of market orientation and relationship
marketing orientation on business performance. The authors
collected data through a survey of firms in both Mainland
China and Hong Kong. They selected these two economies
because they have similarities in cultural dimensions and dif-
ferences in economic dimensions. The authors find support for
the moderating effect of economic ideology and industry type
on the link among market orientation, relationship marketing
orientation, and business performance.
Market
orientation
Business
performance
Relationship
marketing
orientation
Industry
type
The results in Table 5 show that for the Hong Kong sample,
both RMO and MO are significant in explaining the variation
in business performance, with an R2 of .250. In addition, the
MO variable is the dominant variable and yields a higher
beta value (.325) than does the RMO variable (.213). In con-
trast, for the Mainland China sample, we found RMO to be
the only significant predicting variable associated with busi-
ness performance (b = .187, R2 = .92, p < .01). These results
show that MO has a greater impact than RMO on business
performance in Hong Kong, and this pattern is reversed in
Mainland China. To test whether the observed differences in
for the “Total” sample, but we exclude it in the comparison of manufacturing and services
industries.