The Relationship Between The Market Orientation Culture And Market Orientation Behavior

The concept of marketing orientation has occupied the center stage in marketing field for the recent decades. In dozens of the researches, there are two different views about the the concept of marketing orientation, which is the culture view of marketing orientation and the behavior view of marketing orientation. These two views exites in the relative researches of marketing orientation parellelly. For these two views the researchers often chose one of them to construct their theory of marketing orientation. Recently some researchers put this two views together and discussed the marketing orientation through the two views.However, we can hardly agree with this concept that put the behavior view of marketing orientation and the culture view of marketing orientation seperated. We argue there must be some connection between these two views, which we just ignored. So the intention of this research is searching for this connection between this two views and constructing the theory to explain"what happened between marketing orientation culture and marketing orientation behavior". Besides this, the result of being marketing orientated is outstanding performance, this conclusion has been proven by many researchers. Therefore, this research is trying to construct a"chain", that is marketing orientation culture leads to marketing orientation behavior, and marketing orientation behavior leads to performance.What this paper is trying to do is revealing the underlying connection between marketing orientation behavior and marketing orientation culture. We hope through this research we can look at this two views in the field of marketing orientation in totally new way. Meanwhile clarifying the relationship between marketing orientation culture and marketing orientation behavior can help organizational management construct a market-oriented organization. Using this theory entrepreneur can begin with cultivating the culture of marketing orientation, and lead the organizational menbers to have the behavior of marketing orientation. This kind of organizatians can be called a real market-oriented organizations, and these organizations will get an excellent performance.To achieve the purpose of this research, first we will review the previous literature on marketing orientation culture and marketing orientation behavior. We will try to clarify the meaning of marketing orientation culture and marketing orientation behavior. After figuring out the problem of"what", we were trying to answer the question of"why is there relationship between marketing orientation culture and marketing orientation behavior". We borrowed the theories in organizational behavior field to explain this problem. We talk about the relationship between culture and behavior, because we want to find out the reasonable explaination about marketing orientation culture and marketing orientation behavior. We developed 3 points as follow:1. Marketing orientation culture set organizational members a goal; organizational members always have the need of achieving goals and realizing value. To satisfy their own need, they become more willing to take proper and necessary action. Therefore, it is marketing orientation culture that makes organizational members take marketing orientation behavior.2. marketing orientation culture is a constrain. People's behavior, to a large extent, is influced by the environment. marketing orientation culture set an environment for organizational members that people in the organization should focus on customers'needs and meet the needs. In this environment organizational members are more willing to collect and share the informantion about customers, and more willing to satisfy customers'needs by cooperating with with others. People against this environment will be punished.3. Marketing orientation culture keeps the consistency of organizational members. marketing orientation culture means organizational members share the similar basic view and thoughts. This consistency make cooperation of organizational members smooth, reduce the conflict between organizational members, and lead a productive team work.After all these, we talked about the relationship between marketing orientation behavior and performance. In previous research, performance often refer to the financial performance of orientations, like net income and earnings per share, cash flow, return on investment, residual income, market value, economic benefits, etc. but we argue that it is not reasonable to measure organizational performance by only the financial performance. The outcome of organization is not only cash, what are more important are non- financial performance like customer satisfaction, brand equity, ect. Therefore, based on the Balanced Scorecard thoery, we separate the performance of orientation into two part as the financial performance and the marketing performance. On the marketing performance we developed 4 dimensions: learning, innovation, internal operation and customers.On the base of literature review and analysis, we proposed the theory frame and hypothesis as follow:H1: marketing orientation culture has positive influence to marketing orientation behavior.H2: marketing orientation behavior has positive influence to financial performance.H3: marketing orientation behavior has positive influence to marketing performance.To test the hypothesis we proposed, we used two authoritative scale to design our own questionnaire. We chose our interviewer from dozens of large and middle size organizations in Jilin province. We asked the members working in these organizational to fill our questionnaire and got the data our research needed. And then we use SPSS, Amos software to orgnaize and analyze this data. We did the Descriptive analysis, Reliability analysis and Validity analysis to test the accuracy and extension of data. At last, we used constructive equation method to test the hypothesis.Through the result of data analysis, we came to the conclusion that: marketing orientation culture has positive influence to marketing orientation behavior; marketing orientation behavior has positive influence to financial performance; marketing orientation behavior has positive influence to marketing performance.Although the hypothesis of this research had been tested and we achieve the final conclusion, we still have a lot of limitations in the whole research process. First, since our condition is limited, the object of this survey is not extended. This affects the extension of conclusion. Second, because what this paper focused is the mechanism between marketing orientation culture and marketing orientation behavior, we didn't talk about anything about whether there is a direct or indirect mediator between these two concept. To fix these problems, future research can extent the choose of reserch object so that the conclusion may fit into more organizations. And future research can also focus on the mediator between marketing orientation culture and marketing orientation behavior to figure out whether it is directive or indirective. Besides these, we should admit there are many factors that may have influence to the relationship between marketing orientation culture and marketing orientation behavior, like organizational scale, Staff Quality, ect. By the study to the moderator we can make this theory more perfect.