The Impact Of Strategic Orientation On Firm Performance In The Textile And Garment Enterpries

With the development of knowledge economy and the rapid growth of theChinese economics’ development, the market environment which Chinese textile andgarment enterprises are facing has became more complicated and changeable. In thiscircumstances how should textile and garment enterprises adjust and integrate theirstrategic orientation, and improve the organizational learning process and thusenhancement the firm performance, which has become the textile and garmententerprises’ important strategic planning issues.For the issues mentioned above and the enterprises actual needs, this paper buildsa conceptual model of “Strategic Orientation-Organizational Learning-FirmPerformance”, and makes the corresponding hypothesizes. Then integrated utilizingseries of research methodologies including theoretical research, interviews, empiricalanalysis and SPSS17.0, and answers the flowing research questions:(1) What are thestrategic orientations for textile and garment enterprises, and how do they impact thefirm performance?(2)How do the textile and garment enterprises’ organizationallearning impact the firm performance?(3) How do the strategic orientations impactthe organizational learning in the textile and garment enterprises?(4) Differentstrategic orientations will tend to what kind of organizational learning to impact onfirm performance?In the course of studying the four questions, the innovation and conclusion of ourstudy mainly include:(1) This paper used the theory of strategic orientation as a starting point,combined with the research of organizational learning, analysis the internalmechanism of the affected between the strategic orientation and the firm performancein the context of the textile and garment enterprises, then stablished a new relationshipconceptual model of market orientation, technology orientation, organizationallearning and enterprise performance. In the model strategic orientation includ marketorientation and technology orientation, market orientation includes customerorientation and competitor orientation, organizational learning includes learningcommitment, sharing vision, opening mind. (2) In empirical research, this paper proposed and demonstrated that marketorientation, technology orientation and organizational learning play a positive role inpromoting the textile and garment enterprises’ performance, due to the background ofhigh degree market orientation in textile and garment enterprises generally,technology orientation has much more relative influence and becomes the key factorto enhance enterprise performance; simultaneously market orientation, technologyorientation both play a positive role in organizational learning, finally verify theintermediary role which of organizational learning in the study of the relationship ofstrategic orientation and firm performance.Among them market orientation impactson firm performance mainly by sharing vision,technology orientation impacts on firmperformance mainly by sharing vision and opening mind,this provides a basis for thetextile and garment enterprises to develop specific development strategies and thespecific implementation in the future.