earticle

영어

The purpose of this study is to investigate the relationship among market orientation, company image, and business performance of small manufacturing enterprises in Korea. The results show that information dissemination and information responsiveness of market orientation positively affect company image except information generation. Information dissemination positively affects business performance except information generation and information responsiveness. However, information responsiveness indirectly affects business performance. Company image positively affects business performance. The moderating effects of Inno-Biz firms between market orientation and business performance are not significant. Therefore, it is identified that the role of market orientation is very important to enhance company image and business performance of small manufacturing enterprises. For this, managers should make efforts to build effective market orientation as organizational culture to improve innovativeness, company image, and business performance.