Impact of Market Orientation and ICT on the Performance of Rural Smaller Service Enterprises*
研究了市场导向和信息通信技术对农村小型服务企业绩效的影响，发现两者均对财务结果、农村改善和企业家个人收益有积极作用。
Market orientation (MO) is considered as a competitive strategy for the smaller service enterprises based in rural locations. A model is proposed and validated for the rural tourism sector that encompasses the effects of MO and of the use of information and communications technology (ICT) on business activity, taking into account the business's financial results, improvements to the rural location, and the more personal, intangible impact on the local entrepreneur. ICT is found to have a positive impact on MO and outcomes, whereas, similarly, the adoption of MO is found to have a positive effect on outcomes.