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Der Einfluss nationaler Kultur auf Stellhebel und Wirkung der Marktorientierung in deutschen und thailändischen jungen Unternehmen Malte Brettel, Andreas Engelen, Florian Heinemann

The impact of national culture on antecedents and effects of market orientation in German and Thai new ventures

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Zusammenfassung

In der Literatur existiert eine Vielzahl von empirischen Studien zur Marktorientierung mit ihren Einflussgrößen und Wirkungen. Aktuelle Metaanalysen werfen die Frage auf, ob sich die zum Teil abweichenden Ergebnisse der Studien durch nationale Kultur als Einflussfaktor erklären lassen. Zur Beantwortung dieser Fragestellung integriert der vorliegende Beitrag ein verhaltenssteuerndes Kulturkonstrukt in das Forschungsmodell und untersucht empirisch mögliche kulturinduzierte Unterschiede anhand einer deutschen und einer thailändischen Stichprobe junger Unternehmen. Dabei kommt zur Datenauswertung das Verfahren der Partial Least Squares (PLS) zum Einsatz. Der moderierende Effekt nationaler Kultur auf die Wirkungen der Einflussgrößen der Marktorientierung wird dabei größtenteils gestützt. Es lässt sich kulturübergreifend ein positiver Einfluss der Marktorientierung auf den Erfolg beobachten, wobei diese Erfolgswirkung gleichzeitig durch kulturelle Charakteristika moderiert wird.

Summary

The construct of market orientation with its antecedents and consequences is a well-researched topic in literature. Recent meta-analyses raise the question whether divergent results between studies can be explained by different cultural settings. To shed some light on this issue, the present study integrates the construct of national culture with its behaviordriving mechanism in the research model of market orientation with its antecedents and consequences. New ventures serve as objects of research. Samples are gathered in Germany and Thailand. Partial Least Squares (PLS) analysis confirms the cultural influence on the effects of antecedents and on the consequences of market orientation.

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  1. Lehrstuhl WIN, RWTH Aachen, Templergraben 64, 52056, Aachen, Germany

    Malte Brettel, Andreas Engelen & Florian Heinemann

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  1. Malte Brettel
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  2. Andreas Engelen
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Correspondence to Malte Brettel, Andreas Engelen or Florian Heinemann.

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Brettel, M., Engelen, A. & Heinemann, F. Der Einfluss nationaler Kultur auf Stellhebel und Wirkung der Marktorientierung in deutschen und thailändischen jungen Unternehmen Malte Brettel, Andreas Engelen, Florian Heinemann. Z. Betriebswirtsch 79, 59–92 (2009). https://doi.org/10.1007/s11573-009-0011-0

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