The empirical study on Market orientation and joint actions

Drawing upon the resource-based perspectives, this study aims to examine how market orientation of the firm´s strategy orientation can be beneficial to performance. Using survey data from a sample of SMEs from mainland China in Yangtze triangle area, we demonstrate that Market orientation plays a very important role on joint actions. Market orientation facilitates joint actions. In other words, the higher the level of Market orientation is, the higher the level of both joint planning and joint problem solving is. Future studies can take joint action as mediator to find their impact on performance. Theoretical and managerial implications are discussed.