A Study on the Synergistic Effects of Market Orientation and Learning Orientation as an Environmental Adaptation Mechanism : Focused on the Subway Firms
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The main purpose of this study is to highlight the synergistic effects supposed to exist among Environmental Turbulence(ET), Market Orientation(MO) and Learning Orientation(LO) in the subway firms. The main reason the railway industry was selected is on the one hand that previous researches under this theme are known to be so rare in this industry, and on the other hand, that to highlight whether even in the public sector MO and LO as the environmental adaptation mechanisms are liable to have effects on the organizational performance is an additional purpose. To highlight and address the synergistic effects supposed to exist among ET, MO and LO in the subway firms, the author stated 5 hypotheses based on the literature survey. And then 444 questionnaires verified to be free from flaws were processed through SPSS, using descriptive, Pearson correlation, and regression. Major findings: First, when considering solely the direct relationship between MO and Organizational Performance(OP) as well as LO and OP, they showed significant relationships. Second, ET as an exogenous factor resulted to have a significant moderating effect on the relationship between LO and OP. In case of the moderating effect of ET on the relationship between MO and OP, Metro showed a significant result even though the organizational difference was not considered in the research model. Third, LO as an endogenous factor resulted to have a significant moderating effect on the relationship between MO and OP. Fourth, the reversed relationships shown on several interaction terms may be attributed to the rigidity or lack of flexibility in organizational structure accrued by the intrinsic characteristic born with public enterprises. The overall results of this study suggest the strong necessity of internalizing MO and LO inside of an organization, horizontally and vertically, in order for an organization to guarantee its effective external fit and accomplish its survival and growth.
Abstract
The main purpose of this study is to highlight the synergistic effects supposed to exist among Environmental Turbulence(ET), Market Orientation(MO) and Learning Orientation(LO) in the subway firms. The main reason the railway industry was selected is on the one hand that previous researches under this theme are known to be so rare in this industry, and on the other hand, that to highlight whether even in the public sector MO and LO as the environmental adaptation mechanisms are liable to have effects on the organizational performance is an additional purpose. To highlight and address the synergistic effects supposed to exist among ET, MO and LO in the subway firms, the author stated 5 hypotheses based on the literature survey. And then 444 questionnaires verified to be free from flaws were processed through SPSS, using descriptive, Pearson correlation, and regression. Major findings: First, when considering solely the direct relationship between MO and Organizational Performance(OP) as well as LO and OP, they showed significant relationships. Second, ET as an exogenous factor resulted to have a significant moderating effect on the relationship between LO and OP. In case of the moderating effect of ET on the relationship between MO and OP, Metro showed a significant result even though the organizational difference was not considered in the research model. Third, LO as an endogenous factor resulted to have a significant moderating effect on the relationship between MO and OP. Fourth, the reversed relationships shown on several interaction terms may be attributed to the rigidity or lack of flexibility in organizational structure accrued by the intrinsic characteristic born with public enterprises. The overall results of this study suggest the strong necessity of internalizing MO and LO inside of an organization, horizontally and vertically, in order for an organization to guarantee its effective external fit and accomplish its survival and growth.
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