중국진출 한국기업의 시장지향성, 현지화, 성과의 관계에 관한 연구

A study on the Relationship between Market Orientation, Localization and Performance: The case of Korean firms operating in China

This study tried to analyzed the relationship between market orientation, localization and performance in order to suggest to a methodology for performance 7hypothesis were constructed for analysis based on previous literature review. The results of empirical analysis shows that market orientation gave significant effect on firm’s performance and localization. Localization also positively related to firm’s performance. These result explains that firms which try to take superior of performance must build high level of market orientation should be realized and reacted the complicated market situation. such as consumer needs, competitor’s action, change of technology and provider’s action, etc. For this, management of uncertainty should be required through the high level of information-oriented.