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By using multiple-group SEM, this paper discusses the relationship between market orientation and performance. Comparison analysis of this relationship was carried on among manufacturing and service industries. The results show that market orientation and its three dimensions have significant positive effects on performance without distinguishing industry categories. When industry categories are distinguished, the influence of market orientation on performance is different in manufacturing and service industries. That is to say the influence of customer orientation on performance is significant in both industries. While the influence of competitor orientation on performance is significant only in enterprises of service industry and the influence of interfunctional coordination on performance is significant only in enterprises of manufacturing industry.

advances in intelligent systems research/advances in intelligent systems research

Research on the Relationship between Market Orientation and Performance Based on Multiple-Group SEM——Comparison of manufacturing and service industries