A study on the effects of market orientation on business performance and the related marketing strategies in Hong Kong garment and textile industry

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A study on the effects of market orientation on business performance and the related marketing strategies in Hong Kong garment and textile industry

 

Author: Chan, Hung-ngai Jimmy
Title: A study on the effects of market orientation on business performance and the related marketing strategies in Hong Kong garment and textile industry
Degree: M.B.A.
Year: 1997
Subject: Textile industry -- China -- Hong Kong
Clothing trade -- China -- Hong Kong
Marketing
Hong Kong Polytechnic University -- Dissertations
Department: Dept. of Management
Pages: 98, 6 leaves ; ill. ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1257004
URI: http://theses.lib.polyu.edu.hk/handle/200/1933
Abstract: In recent years, considerable research attention has focused on how market orientation may impact business performance. Empirical evidence is limited and most of the original development was carried out in U.S. and other western countries. The overall aims of the study were to provide further empirical evidence for this relationship in another business culture, namely, Hong Kong and to investigate the practical manifestations of market orientation by comparing the strategies and organizational features of "successful" and "less successful" companies, and to identify useful lessons for managers seeking to improve their company's performance. A single industry instead of multi-industries, was studied in order to eliminate the environmental variables. A field research was carried out in the garment and textile industry during the period of October to December, 1996. One thousand and one hundred structured questionnaires were sent out by regular mailing. Subsequently seventy three usable questionnaires were received with an effective response rate of seven percent. Fourteen companies were classified as "successful companies" and fifty nine were "less successful" companies. The current study finds that the market-orientation is significantly and positively related to business performance, thus providing empirical verification for the long standing theory and that the key requirements for success are customer and marketing orientation, long-term focus and a flexible and highly committed organization. Companies that hope to remain competitive in the industry would do well to take these lessons and apply them.

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