Does having a market orientation lead to higher levels of relationship commitment and business performance? Evidence from the Korean robotics industry

Charles R. Taylor, Kyung Hoon Kim, Eunju Ko, Myung Hwan Park, Dong Ryul Kim, Hak Il Moon

Research output: Contribution to journalArticle

15 Citations (Scopus)


{A figure is presented}. This study examines the impact of sales engineers having a market orientation on level of relationship commitment and, in turn, business performance. A model is proposed that suggests a positive relationship among these constructs. To test the model, a survey of sales engineers in the industrial robotics industry in Korea was conducted. Consistent with our predictions, our findings support the idea that having sales staff who have a market orientation leads to higher commitment to relationships and drives improved business performance. Implications are discussed.

Original languageEnglish
Pages (from-to)825-832
Number of pages8
JournalIndustrial Marketing Management
Issue number7
Publication statusPublished - 2008 Oct 1


All Science Journal Classification (ASJC) codes

  • Marketing

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