Title: A comparative study of market orientation in China's two services sectors

Authors: Riliang Qu

Addresses: Aston Business School, Birmingham, B4 7ET, UK

Abstract: Developing a Market Orientation (MO) is one of the key managerial issues. In this study, using a sample of firms from two services sectors in China with distinctly different business environments, we explored the effects of business environment on the development of a MO. A key finding of our study is that the effectiveness of top management emphasis on the MO development varies under different environmental conditions.

Keywords: market orientation; business environment; top management emphasis; services; China; hotels; travel services; tour operators; travel agents; tourism; hospitality.

DOI: 10.1504/IJBE.2008.016840

International Journal of Business Environment, 2008 Vol.2 No.1, pp.38 - 49

Available online: 25 Jan 2008 *

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