The Chinese Managers' Perception of the Market Orientation: To What Extent Do Western Ideas of Marketing Matter?

The market orientation concept has been developed many years in western countries. Besides, organizations of western countries have implemented the market orientation applications. Recently, many theorists find out that the market orientation concept may be applied to other countries. This dissertation aims to find out the Chinese managers perception of the market orientation. There are several main theories of the market orientation concepts have been examined in order to synthesize a contemporary framework of the market orientation concept as a foundation. This dissertation also reviews the development and dimensions of the Chinese guanxi, and thus analyses the strengths and weaknesses of the market orientation and guanxi. Based on the theories of the market orientation and guanxi, the qualitative research method is applied to examine the practical situations of Chinese managers perception of the market orientation. The data sources (factory reports) and the interviews research method applies to the research. The factory reports show the acceptance level of Chinese organizations, and thus it is a complementary data for this research. Additionally, interviews can be the primary information of revealing Chinese managers real opinions of the market orientation. Combined the theoretical knowledge of the market orientation and the practical data of factory reports and interviews, we can achieve the objectives of this research