The Impacts of Network and Ownership on Corporate Culture and Market Orientation

To explore the cultural foundation of market orientation, the cultural diversity is included as a potential promoter. The purpose of this study is to validate the practical feasibility of cultural mechanism on market orientation.

Through a field survey, we conclude the following results: 1. The cultural diversity is the most important factor that enhances market orientation. 2. Among four cultural components, the clan and the market both have a significant negative effect on market orientation. 3.