The present study analyzed empirically the structural relationship among characters, market orientation and performance of CEO's in small and medium-sized companies. The analysis showed that market orientation is affected by CEO's characters in the industry. It was also revealed from the analysis that the business performance and technical renovation of small and medium-sized companies rely fairly on their market orientation. These findings are believed to have great significance in the process of creating market orientation by the industry. That is, CEO's will may play a very important role in pursuit of market orientation and, at the same time, may act as a vital factor for small and medium-sized companies to achieve business performance and to realize technical renovation.