In this article, the authors report the findings of an exploratory study that examines the challenges of developing a market orientation in China, the world’s largest transitional economy. The findings suggest that though managerial actions are relevant, in transitional economies, environmental factors—most notably, government policies—are a major influence on firms’ aspirations to be market oriented.
- developing a market orientation
- transitional economy
- managerial actions
- environmental factors—most notably
- government policies
- market orientation