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The Impact Of Technology Orientation And Customer Orientation On Firm Performance: Evidence Form Chinese Firms

Author

Listed:
  • Rizwan Ali
  • Gao Leifu
  • Ramiz-ur-Rehman

Abstract

This study examines how Technology Orientation (TO) and Customer Orientation (CO) with organizational characteristics e.g. firm size and culture collectively impact firm performance. A sample of 158 Chinese firms were clustered of the basis of their mix of Technology Orientation (TO) and Customer Orientation (CO). The paper provides evidence that firms combining several strategic orientations such as (TO) and (CO) perform better. The second key finding is that organizational characteristics e.g. firm size and collectivism have a positive influence on firm performance while power distance and risk taking have a negative influence on firm performance. Implications of the findings are discussed.

Suggested Citation

  • Rizwan Ali & Gao Leifu & Ramiz-ur-Rehman, 2016. "The Impact Of Technology Orientation And Customer Orientation On Firm Performance: Evidence Form Chinese Firms," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 9(1), pages 1-11.
    • Handle: RePEc:ibf:ijmmre:v:9:y:2016:i:1:p:1-11
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    Citations

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    Cited by:

    1. Krzysztof Borodako & Jadwiga Berbeka & Michał Rudnicki, 2021. "Innovation Orientation in Business Services," Books, Edward Elgar Publishing, number 19897.
    2. Jonathan, & Prof.Dr.Hj. Farida Jasfar, ME, Ph. D, 2020. "The Influence of Strategic Orientation, Knowledge Management and Innovation on Firm Performance FMCG Industries," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 7(10), pages 93-107, October.
    3. Maher A. Al-Shmam & Hosam Alden Riyadh & Salsabila Aisyah Alfaiza, 2021. "The Business and Accounting Technology Innovation for Better Firm Performance: A Case of Malaysian Firms," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 10, November.

    More about this item

    Keywords

    Technology Orientation (TO); Customer Orientation (CO) and Firm Performance;

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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