The Moderating Effect Of E-Business Capability In The Relationship Between Market Orientation And Firm Performance

Building on multiple theoretical perspectives, the authors examined how e-business capability moderates the association of different dimensions of market orientation (i.e., customer, competitor, and inter-functional coordination orientation) and firm performance (i.e., financial, operational, and customer service performance). They tested hypotheses using survey data from senior executives in China. Their findings reveal that both customer orientation and inter-functional coordination can positively impact firm performance, while competitor orientation cannot affect firm performance significantly. Further, they found the complicated and interesting moderating effects of e-business capability on the multiple relationships between market orientation and firm performance.

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