Market orientation, firm strategy, and business performance: an empirical study of Chinese apparel industry

In moving from a self-sufficiency-based, centrally-planned system towards a commerciallydriven, export oriented sector, the Chinese apparel industry experienced far-reaching changes. These affected the consumer needs they satisfied, the distribution channels they serviced, the product mix they manufactured, the technology and skill base they employed, the strategies that drove firms, and the organization of the industry. As a result of these changes, the Chinese apparel firms are facing a dramatic escalation in the level of environmental turbulence and have to adjust their market orientation and strategy to survive and grow