A Conceptual Model of Knowledge Sharing and Market Orientation in the Tourism Sector | Science Publications

American Journal of Applied Sciences

Shu H. Tsai¹  Han N. Hu¹  Chien M. Yeh¹ 

关键词: Knowledge sharing;    market orientation;    tourism firms;    tourism industry;    marketing scholars;    organizations phenomena;    inter-functional coordination;    tourism sector;   

DOI  :  10.3844/ajassp.2011.343.347

学科分类：自然科学（综合）

来源: Science Publications

【 摘 要 】

Problem statement: Marketing scholars have emphasized the importance of marketorientation. While a number of studies discover the positive influence of market orientation on avariety of organizations phenomena, the understanding of factors that facilitate market orientation islimited. This study develops a conceptual model in which knowledge sharing is proposed to be theantecedent to three perspectives of market orientation-customer orientation, competitor orientation andinter-functional coordination. With a knowledge sharing culture in place, tourism firms can encourageemployees to exchange understanding of customers and competitors. It then enhances tourism firmsmarket positions. Conclusion: Future research can test these propositions to enrich our understandingof the interaction between knowledge management and market orientation in the tourism industry.

【 授权许可】

Unknown