Market Orientation and Planning Flexibility in SMEs
研究了中小企业内部文化因素（市场导向）和过程因素（规划灵活性）对企业绩效的联合影响，并发现市场动态性会调节这种关系，在高度动态市场中规划灵活性反而对绩效有负面影响。
The study examines the joint effects of market orientation (an internal, cultural factor) and planning flexibility (an internal, process factor) on business performance in small and medium-sized firms. In addition, the conceptual model incorporates market dynamism (an external factor) as a moderator on business performance. A number of hypothesized relationships are tested with a sample of small and medium-sized manufacturing firms in Turkey.The results suggest that while, in general, both market orientation and planning flexibility positively influence firm performance, contrary to the author's hypothesis, planning flexibility exerts a negative effect on performance in highly dynamic markets.Theoretical and managerial implications of these and other findings are discussed.