Exploring market orientation among Chinese small and medium-sized enterprises

摘要

Purpose - The role of marketing as a business function is rapidly changing in China. Consequently, their views on marketing orientation-whether it is accepted, rejected, modified or reframed-have been seriously impacted. This paper aims to report on the results of a survey among Chinese small-and medium-sized enterprise (SME) managers and their perceptions of the market-orientation philosophy. In particular, emphasis was placed on three dimensions of market orientation: intelligence generation, intelligence dissemination and responsiveness. The effect of market orientation on business performance was also examined.