From The Aspects Of Organizational Learning And Environment Variables To Study The Effect Of Market Orientation On Firm Performance

So far, the Market orientation theory has formed a relatively complete theory system, and has continuously moved on after the twenty to thirty years. The culture and behavior concept of the market orientation has been generally agreed by the researchers, and they also has done a lot of research on the relationship between the market orientation and business performance. Most study shows that the market orientation has the significant positive correlation on business performance. At the same time, the relationship of the market orientation and business performance may be affected by other factors, so the researchers take the mediating variables and moderating variables in this model. But previous studies mostly made by foreign scholars, and domestic research is still lack of. Among market orientation and business performance study, moderating variable of mediating and mediating variables of moderating research is not exist. Therefore, it is necessary for this article to approve the mediating variables, moderating variable, moderating variable of mediating and mediating variables of moderating.Through the analysis of the literature, the article constructs a hybrid model with the mediating variable (organizational learning) and moderating variable (environment variable) at the study of relationship between market orientation and business performance. This article uses domestic and foreign maturity scale in the measurement of variables. Through the tests of questionnaire’s reliability and validity, the scale is amended, and constitutes the desired measurement scale in this article. Through the study found, market orientation on business performance not only has positive direct effect, but also through organizational learning as an intermediary variable to convey a positive indirect impact; environmental variable has negative moderating effect in market orientation on business performance; organizational learning is variable of mediating variable of moderating,namely the mediating effect of organizational learning under the influence of environmental variables; the environment variable is variable of moderating variable of mediating, in addition to the direct regulating effect of environment variable, but also has a indirectly regulating effect through organizational learning on business performance.Basis on the study conclusions, the article provides relevant suggestions on enterprise management, such as the enterprise should pay attention to organizational learning as well as prepare to deal with the adverse effects of environmental variable at the same time. The research methods of this article on the moderating variable of mediating and mediating variables of moderating have a reference impact on the later study and related research.