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DC FieldValueLanguage
dc.contributorFaculty of Businessen_US
dc.contributor.advisorKim, Namwoon (MM)-
dc.creatorCheng, Hiu Hung-
dc.publisherHong Kong Polytechnic University-
dc.rightsAll rights reserveden_US
dc.titleThe strategic implementation of market orientation culture : safeguarding customer value for better firm performanceen_US
dcterms.abstractWith the extensive amount of research devoted to market orientation (MO), a market-oriented corporate culture is considered a key element for achieving superior corporate performance. However, empirical research on the relationship between a firm's MO culture and the dynamic mechanism that creates customer value is still limited. The aim of this study is to uncover how firms implement their MO culture through the customer value safeguarding mechanism to achieve better firm performance. To this end, we take a component-wise approach, and examine how the three dimensions of MO (customer orientation, competitor orientation, and inter-functional coordination) affect the two core components of the customer safeguarding mechanism (i.e., customer value creation and customer value maintenance), which eventually lead to business performance. Using multi-industry data, we empirically test the mediating effect of the customer value safeguarding mechanism in the MOfirm performance relationship. We also examine the moderating roles of technological turbulence and competitive intensity on the relationship between the customer value safeguarding mechanism and firm performance. Our findings confirm that customer orientation and inter-functional coordination are fully mediated by both customer value creation and customer value maintenance in the MOperformance link. In addition, our results help to clarify the important role of the customer value mechanism, which realizes a firm's MO culture in terms of its competitive advantage. Both technological turbulence and competitive intensity moderate the relationship between customer value safeguarding mechanism and firm performance.en_US
dcterms.extentvii, 148 pages : illustrations ; 30 cmen_US
dcterms.isPartOfPolyU Electronic Thesesen_US
dcterms.educationalLevelAll Doctorateen_US
dcterms.LCSHMarketing -- Management.en_US
dcterms.LCSHCustomer services -- Management.en_US
dcterms.LCSHHong Kong Polytechnic University -- Dissertationsen_US
dcterms.accessRightsrestricted accessen_US

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Please use this identifier to cite or link to this item: https://theses.lib.polyu.edu.hk/handle/200/7982