The effects of market orientation on subsidiary performance: Empirical evidence from MNCs in Turkey

Much scholarly work has been devoted to studying the performance implications of market orientation. This study examines the direct and indirect effects of market orientation on financial performance of the subsidiaries of MNCs located in Turkey. The findings indicate that a market orientation affects financial performance of MNC subsidiaries that operate in diverse and complex economic, cultural, and political environments of the Middle East. Moreover, authors demonstrate that the customer-related mechanisms (customer satisfaction and retention) mediate the market orientation–performance relationship. The paper also discusses the theoretical and practical implications of study findings.     

论我国市场经济条件下现代企业伦理的价值取向

随着我国市场经济体制建设的推进,经济发展取得了举世瞩目的成就。企业作为社会经济的细胞,是促进经济可持续发展的动力和源泉。但近年来种种假冒伪劣、污染环境等不良企业行为的发生,严重影响了社会经济秩序,需要我们加强对现代企业伦理问题的研究,树立"以人为本"、"诚信至上"、"保护环境"的价值取向,进一步推动企业的可持续发展,为全面建设小康社会服务。     

《工程制图》中剖视图的方位表达与标注关系

在工程制图中,表示剖视图(或断面图)剖切平面位置的剖切符号、表示投射方向的箭头、以及字母名称等,标注在不同的视图上,得到的图形方位是不同的。本文针对画图时经常遇到的剖视图(或断面图)的配置、图形的方位以及标注视图的位置等疑惑问题进行分析和探讨。并结合实例对剖视图的展开画法与标注进行了比较与分析。     

The interaction effect of strategic orientations on new product performance in the high-tech industry: A nonlinear model

Innovation and market orientation are two strategic orientations or business philosophies that can guide a company in its business activities. Although the interaction effect of these two strategic orientations is conceptually recognized as a critical factor for new product's success, empirical results are mixed. This paper examines this issue in terms of innovation orientation, two types of market orientations (responsive and proactive), and new product performance. Based on a sample of 107 high-tech firms, the results of this study show that the interaction between innovation orientation and two types of market orientation yields different patterns of nonlinear responses for new product performance. Specifically, new product performance, when derived from the interaction between innovation orientation and responsive market orientation, is in the form of an inverted U, i.e., the interaction effect is contributory to firm performance until an optimal level is reached, and then the effect becomes detrimental thereafter. However, new product performance derived from innovation orientation and proactive market orientation is in the form of a U, i.e., the interaction effect is detrimental to firm performance until a threshold level is reached and then the effect becomes contributory thereafter. The different patterns of new product performance indicate that the costs and organizational learning effects of these two strategic orientation interactions are dissimilar. The paper concludes with a discussion of theoretical and practical implications of these findings.     

How managerial attitudes toward the natural environment affect market orientation and innovation

This study investigates natural environmental attitude linkages held by strategic decision makers and hypothesizes that the interaction between market orientation and managerial natural environmental attitudes serves to enhance the effect of market orientation on firm innovativeness. Using questionnaire responses from 284 owners or chief executive officers residing in the food processing industry, the findings establish evidence of (1) a positive linkage between market orientation and firm innovativeness, and (2) the moderating effect of managerial attitudes of top managers toward the natural environmental in the market orientation to firm innovativeness relationship. The results provide insight into the nature of the cultural values on which a market orientation is based in relation to the natural environment.     

Culture and age as moderators in the corporate reputation and loyalty relationship

This study investigates the moderating role of culture and relationship age in the relationship between customer-based corporate reputation (CBR) and customer loyalty using data from two service contexts (retailing and fast-food restaurants) in three countries (France, the U.K., and the U.S.) that differ with regards to two cultural values—uncertainty avoidance and time orientation. Results suggest that CBR has similar effects on affective and intentional loyalty in all three countries. However, culture interacts with relationship age, such that relationship age magnifies the effect of CBR in France, while relationship age suppresses CBR's effect in the U.K. and the U.S. The authors provide explanations for these effects based on cultural theories. Managerial and research implications are developed.     

Member-organization connection impacts in affinity marketing

Affinity marketing collaboration is a growing practice in the marketplace, yet theories to explain its influence are scarce in the literature. This study suggests two complementary cause-related effects stemming from an organization's connection with its members to explain the underlying mechanism of affinity marketing. The convergent findings of a survey and an experiment reveal that the responses of consumers in affinity marketing are both empathetic and particularistic. These characteristics distinguish affinity marketing from general commercial co-branding and from cause-related strategies which call for sympathetic and altruistic responses. These effects are more pronounced among individuals with a high interdependent orientation in collectivistic cultures. The dual influence of these effects makes affinity marketing an ideal marketing strategy for improving customer loyalty in the more interdependent societies in Asia.     

营销渠道中的渠道关系、权力使用与投机行为

文章基于营销渠道行为及关系营销理论,以制造商与其经销商之间的关系为研究平台,检验了制造商的关系营销导向以及跨组织私人关系对其使用权威机制以及经销商投机行为的影响。研究结果表明:制造商的关系营销导向对于其使用非强制性权力有显著的正向影响,对其使用强制性权力虽然没有直接影响,但会通过跨组织私人关系(情感性与工具性)产生负向影响;制造商与其经销商之间的跨组织私人关系(情感性与工具性)会抑制制造商使用强制性权力,工具性私人关系会促进其使用非强制性权力;制造商使用强制性权力会加重经销商的投机行为。最后,讨论了研究结果与应用及未来的研究方向。     

核心自我评价与个体创新行为:集体主义导向的调节作用

在区分个体创造力和创新的基础上,文章考察了225名企业员工的核心自我评价、集体主义导向与上司评定的创新行为的关系.结果表明个体创新过程中的创意产生和创意实施行为正相关;核心自我评价与创意产生正相关,但与创意实施无显著相关关系;集体主义导向在核心自我评价与创意产生和实施行为关系中均起调节作用:对集体主义导向较强的员工来说,核心自我评价对创新行为的影响反而较弱,对低集体主义导向的员工来说,核心自我评价对创新行为的影响则相对较强.文章最后对研究结果进行了讨论,并指出了研究的贡献与不足.     

连锁品牌空间定位模型及经济分析

本文通过建立引入连锁品牌空间定位系数、价格、选择成本的需求函数,并以此模型解释了连锁品牌空间定位的决策是通过空间定位系数和品牌信用度共同作用而实现的。同时对连锁品牌空间定位问题分为同一连锁品牌不同商圈、同一连锁品牌同一商圈、不同连锁品牌同一商圈这三种情况进行了解释分析,并对一些现实进行了论证。在理论分析的基础上,本文提出了连锁品牌空间定位的空间定位系数—品牌信用度二维模型,并分别从选择高空间定位系数商圈和提高品牌信用度建设方面为现实中的连锁品牌提供了相应的策略。