Does having a market orientation lead to higher levels of relationship commitment and business performance?Evidence from the Korean robotic industry.

This study examines the impact of sales engineers having a market orientation on level of relationship commitment and, in turn, business performance. A model is proposed that suggests a positive relationship among these constructs. To test the model, a survey of sales engineers in the industrial robotics industry in Korea was conducted. Consistent with our predictions, our findings support the idea that having sales staff who have a market orientation leads to higher commitment to relationships and drives improved business performance. Implications are discussed.

Main Author: Taylor, Charles.
Other Authors: Kim, Kyung Hoon., Ko, Eunju., Park, Myung Hwan., Kim, Dong Ryul., Moon, Hak II.
Format: Villanova Faculty Authorship
Language: English
Published: 2008
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