This study examines a mediated moderation process linking market orientation and organizational performance. Data were obtained from 143 manufacturing firms in the People’s Republic of China. Regression results reveal that (a) organizational structure moderates the relationship between market orientation and organizational performance and between market orientation and intrapreneurship behavior, and (b) intrapreneurship behavior fully mediates the interactive effects of market orientation and organizational structure on organizational performance. Thus, the interaction between market orientation and organizational structure positively affects intrapreneurship behavior, which in turn leads to organizational performance. The study sheds light on the mechanisms through which market orientation affects organizational performance.
Aiken, M., & Hage, J. ( 1971). The organic organization and innovation. Sociology, 5(1), 63-82.
2.
Ambrose, M.L., & Schminke, M. ( 2003). Organizational structure as a moderator of the relationship between procedural justice, interactional justice, perceived organizational support, and supervisory trust. Journal of Applied Psychology , 88, 295-305.
3.
Angle, H.L., & Perry, J.L. ( 1981). An empirical assessment of organizational commitment and organizational effectiveness. Administrative Science Quarterly , 26, 1-13.
4.
Antoncic, B., & Hisrich, R. ( 2000). Intrapreneurship modeling in transition economies: A comparison of Slovenia and the United States. Journal of Developmental Entrepreneurship, 5(1), 21-40.
5.
Atuahene-Gima, K. ( 1995). An exploratory analysis of the impact of market orientation on new product performance: A contingency approach. Journal of Product Innovation Management, 12, 275-293.
6.
Atuahene-Gima, K., & Ko, A. ( 2001). An empirical investigation of the effect of market orientation and entrepreneurship orientation alignment on product innovation. Organization Science, 12(1), 54-74.
7.
Baron, R.M., & Kenny, D.A. ( 1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations . Journal of Personality and Social Psychology, 51, 1173-1182.
8.
Brislin, R.W. ( 1980). Translation and content analysis of oral and written material. In H. C. Triandis & J. W. Berry (Eds.), Handbook of cross-cultural psychology (pp. 349-444). Boston: Allyn & Bacon.
9.
Burns, L., & Wholey, D. ( 1993). Adoption and abandonment of matrix management programs . Academy of Management Journal, 36, 106-138.
10.
Burns, T., & Stalker, G.M. ( 1961). The management of innovation. London : Taristo CK.
Day, G.S. ( 1994). The capabilities of market-driven organizations. Journal of Marketing, 58, 37-52.
15.
Delaney, J.T., & Huselid, M.A. ( 1996). The impact of human resource management practices on perceptions of organizational performance. Academy of Management Journal, 39, 949-969.
16.
Deshpandé, R., Farley, J.U., & Webster, F.E., Jr. (1993). Corporate culture, customer orientation, and innovativeness in Japanese firms: A quadrad analysis. Journal of Marketing, 57, 23-36.
17.
Deshpandé, R., & Webster, F.E., Jr. (1989). Organizational culture and marketing: Defining the research agenda. Journal of Marketing, 53, 3-5.
18.
Dickson, M.W., Resick, C.J., & Hanges, P.J. ( 2006). When organizational culture is unambiguous, it is also wrong. Journal of Applied Psychology, 91, 351-364.
19.
Drucker, P.F. ( 1954). The Practice of Management. New York : Harper and Row.
20.
Easterby-Smith, M., & Malina, D. ( 1999). Cross-cultural collaborative research: Towards reflexivity . Academy of Management Journal, 42, 76-86.
21.
Ellis, P.D. ( 2006). Market orientation and performance: A meta-analysis and cross-national comparisons. Journal of Management Studies , 43(5), 1089-1107.
22.
Evans, M.G. ( 1985). A Monte Carlo study of the effects of correlated method variance in moderated multiple regression. Organizational Behavior & Human Decision Processes, 36, 305-323.
23.
Fisher, C. ( 1989). Current and recurrent challenges in HRM. Journal of Management, 15, 157-180.
Green, K.W., Jr., Inman, R.A., Brown, G., & Willis, T.H. ( 2005). Market orientation: Relation to structure and performance . Journal of Business & Industrial Marketing, 20(6), 276-284.
26.
Han, J.K., Kim, N., & Srivastava, R.J. (1998). Market orientation and organizational performance: Is innovation a missing link? Journal of Marketing, 62(4), 30-45.
27.
Harris, L.C. ( 2000). The organizational barriers to developing market orientation . European Journal of Marketing, 34(5/6), 598-624.
28.
Harris, L.C. ( 2001). Market orientation and performance: Objective and subjective empirical evidence from UK companies. Journal of Management Studies, 38(1), 17-43.
29.
Harris, L.C., & Ogbonna, E. ( 2001). Strategic human resource management, market orientation, and organizational performance. Journal of Business Studies , 51(2), 157.
30.
Hult, G.T.M., & Ketchen, D.J. ( 2001). Does market orientation matter? A test of the relationship between positional advantage and performance. Strategic Management Journal, 22(9), 899-906.
31.
Hult, G.T.M., Ketchen, Jr. D.J., & Slater, S.F. ( 2005). Market orientation and performance: an integration of disparate approaches. Strategic Management Journal, 26, 1173.
32.
Hult, G.T.M., Snow, C.C., & Kandemir, D. ( 2003). The role of entrepreneurship in building cultural competitiveness in different organizational types. Journal of Management, 29(3), 401-426.
33.
James, L.R., & Jones, A.P. ( 1976). Organizational structure: A review of structural dimensions and their relationships with individual attitudes and behavior. Organizational Behavior and Human Performance, 16, 74-113.
34.
Jaworski, B., & Kohli, A.K. ( 1993). Market orientation: Antecedents and consequences. Journal of Marketing, 57(3), 53-70.
Kohli, A.K., & Jaworski, B.J. (1990). Market orientation: The construct, research propositions, and managerial implications. Journal of Marketing, 54(2), 1-18.
39.
Kohli, A.K., & Jaworski, B.J. (1990). Market orientation: The construct, research propositions, and managerial implications. Journal of Marketing, 54(April), 1-18.
40.
Kumar, K. ( 2002). Market orientation, organizational competencies and performance: An empirical investigation of a path-analytic model. Journal of American Academy of Business, 1, Cambridge, 371-376.
41.
Kuratko, D.F., Montagno, R.V., & Hornsby, J.F. ( 1990). Developing an intrapreneurial assessment instrument for an effective corporate entrepreneurial environment. Strategic Management Journal, 11, 49-58.
42.
Langerak, F. ( 2003). The effect of market orientation on positional advantage and organizational performance. Journal of Strategic Marketing , 11(2), 93-115.
43.
Law, K.S., Tse, D.K., & Zhou, N. ( 2003). Does human resource management matter in a transitional economy? China as an example. Journal of International Business Studies, 34, 255-265.
44.
Leisen, B., Lilly, B., & Winsor, R.D. ( 2002). The effects of organizational culture and market orientation on the effectiveness of strategic alliances. Journal of Services Marketing, 16(3), 201-222.
45.
Luo, X., Sivakumar, K., & Liu, S.S. ( 2005). Globalization, marketing resources, and performance: Evidence from China. Journal of the Academy of Marketing Science , 33, 50-65.
46.
Matsuno, K., & Mentzer, J.T. ( 2000). The effects of strategy type on the market orientation-performance relationship. Journal of Marketing, 64(4), 1-6 .
47.
Matsuno, K., Mentzer, J.T., & Ozsomer, A. ( 2002). The effects of entrepreneurial proclivity and market orientation on business performance. Journal of Marketing , 66(3), 18-32.
48.
Muller, D., Judd, L.M., & Yzerbyt, V.Y. ( 2005). When moderator is mediated and mediation is moderated . Journal of Personality and Social Psychology, 89(6), 852-863.
49.
Narver, J.C., & Slater, S.F. ( 1990). The effect of market orientation on business profitability . Journal of Marketing, 54(4), 20-34.
50.
Pinchot, G., III. ( 1985). Introducing the "intrapreneur." IEEE Spectrum, 22(4), 74-79.
51.
Shaw, J.D., Delery, J.E., Jenkins, Jr. G.D., & Gupta, N. ( 1998). An organization-level analysis of voluntary and invuntary turnover. Academy of Management Journal, 41, 511-525.
52.
Sin, Y.M., Tse, C.B., Yau, H.M., Chow, P.M., & Lee, S.Y. ( 2005). Market orientation, relationship marketing orientation, and business performance: The moderating effects of economic ideology and industry type. Journal of International Marketing, 13, 36-57.
53.
Slater, S.F., & Narver, J.C. ( 1994). Does competitive environment moderate the market orientation-performance relationship? Journal of Marketing, 58, 46-55.
54.
Slater, S.F., & Narver, J.C. ( 1995). Market orientation and the learning organization. Journal of Marketing, 59(3), 63-74.
55.
Slater, S.F., & Narver, J.C. ( 1999). Research notes and communications: Market-oriented is more than being customer-led. Strategic Management Journal , 20, 1165.
56.
Slevin, D.P., & Covin, J.G. ( 1997). Strategy formation pattern, performance and the significance of context. Journal of Management, 23, 189-209.
57.
Stevenson, H.H., & Jarillo, J.C. ( 1990). A paradigm of entrepreneurship: Entrepreneurial management . Strategic Management Journal, 11(1), 17-27.
58.
Stinchcombe, A.L. ( 1965). Jamaican leaders: Political attitudes in a new nation (Book). American Sociological Review, 30, 795-796.
59.
Sun, L.Y., Aryee, S., & Law, K.S. ( 2007). High-performance human resource practices, citizenship behavior and organizational performance: A relational perspective. Academy of Management Journal, 50(3), 558-577.
60.
Tannenbaum, S.I., & Dupuree-Bruno, L.M. (1994). The relationship between organizational and environmental factors and the use of innovative human resource practices. Group and Organization Management, 19(2), 171-202.
61.
Thompson, A.A., Gamble, J.E., & Strickland III, A.J. (2006). Strategy: Winning in the marketplace (2nd edition). McGraw-Hill: Irwin.
62.
Twomey, D.F., & Harris, D.L. ( 2000). From strategy to corporate outcome: Aligning human resource management systems with entrepreneurial intent. International Journal of Commerce and Management, 10(3/4), 43-55.
63.
Voss, G.B., & Voss, Z.G. ( 2000). Strategic orientation and firm performance in an artistic environment. Journal of Marketing, 64, 67-83.
64.
Ward, P.T., & Duray, R. ( 2000). Manufacturing strategy in context: Environment, competitive strategy and manufacturing strategy. Journal of Operations Management, 18(2), 123-138.
65.
Zammuto, R.F., & O’Connor, E.J. (1992). Gaining advanced manufacturing technologies’ benefits: The roles of organizational design and culture . Academy of Management Review, 17, 701-728.
