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Market Orientation, Performance, and Perceived Environmental Uncertainty in South Korean Apparel Retail Stores


  • Eun Jin Hwang

    () (Indiana University of Pennsylvania)

  • Marjorie J. T. Norton

    (Virginia Tech)


We investigated the effects of environmental uncertainty on South Korean apparel retailers' performance and market-orientation (MO) strategies and the effects of their MO strategies on their performance. Market turbulence negatively affects the retailers' performance and use of some MO strategies, but their use of some MO strategies positively affects performance.

Suggested Citation

  • Eun Jin Hwang & Marjorie J. T. Norton, 2010. "Market Orientation, Performance, and Perceived Environmental Uncertainty in South Korean Apparel Retail Stores," Transnational Corporations Review, Ottawa United Learning Academy, vol. 2(3), pages 44-58, September.
  • Handle: RePEc:oul:tncr09:v:2:y:2010:i:3:p:44-58

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