Market Orientation, Relationship Marketing Orientation, and Business Performance: The Moderating Effects of Economic Ideology and Industry Type

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 differences 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.