earticle

영어

This study examines the causal relationships among organizational culture, top management characteristics, market orientation, and business performance as well as moderating effect of market dynamism using structural equation model in the context of credit card industry. Support is found for a number of hypothesized structural relations. The findings show that all types of organizational culture except for hierarchical culture influence positively on market orientation, and most factors of top management leadership influence positively on market orientation except for factors such as sensitivity to the environment and unconventional behavior. Also, market dynamism mostly moderates the relationship between organizational culture and market orientation, the relationship between top management leadership and market orientation, and thr relationship between market orientation and business performance. Some implications for enhancing market orientation are briefly discussed.