This study is to investigate relationships between business performance of overseas subsidiary and market orientation, firm specific factors, competitive strategy, market specific factors. Author also tests whether market environment might affect market orientation – performance relationship. As the results of research, market orientation affects performance of overseas subsidiary larger than any other variables and market environment factors might moderate relationship between market orientation and performance.
Cross Cultural Management: An International Journal – Emerald Publishing
Published: Dec 1, 2003
Keywords: Market orientation; Performance