IT기업의 시장지향성과 학습지향성이 마케팅역량에 미치는 영향 Influence of Market and Learning Orientation on Marketing Capability in the IT Industry
- 언어KOR
- URLhttp://db.koreascholar.com/Article/Detail/320996
pp.1-7
This study intended to exploratively depict both the influence of Environmental Turbulence, Market Orientation, and Learning Orientation of IT companies on Marketing Capability which is one of the organizational performance, and the moderating effects of Learning Orientation and Environmental Turbulence of IT companies on the relationship between Market Orientation and Marketing Capability as well as the relationship between Learning Orientation and Marketing Capability based on respective interactions among related variables. Through this study, several factors contributing to the enhancement of organizational performance such as competitor orientation, shared vision, and open-mindedness were highlighted as major ones, with the fact that competitive intensity, market and technological turbulence of environmental turbulence dimension make effects on organizational performance through interaction effect.