Market orientation and business performance in a
Chinese business environment
Alan C.B. Tsea,*, Leo Y.M. Sina, Oliver H.M. Yaub,
Jenny S.Y. Leeb, Raymond Chowb
aDepartment of Marketing, The Chinese University of Hong Kong, Shatin, Hong Kong, China
bCity University of Hong Kong, Hong Kong, China
Abstract
Market orientation (MO) is the prerequisite for a successful business operation. To test the assertion empirically, this study looks into the
nature of the correlational relationship between MO and company performance using sample data from firms engaging in China trade in
Hong Kong. Narver and Slater’s scale for measuring the extent of MO is tested and used. The results show that there is a significant positive
correlation between MO and business performance. In other words, there is a significant difference in the performance of China trade
companies that are market-oriented and those that are not market-oriented.
D 2003 Elsevier Science Inc. All rights reserved.
Keywords: Market orientation; Business performance; Chinese environment