Market Orientation, Electronic Supply Chain Integration, and Firm Performance in China: The Moderating Role of Ownership Type

Integrating supply chain processes over the Internet to achieve competitive advantages has generated much attention from practitioners and researchers, especially those in emerging economies. Drawing upon the institutional theory and resource based view, this study investigates how market orientation affects electronic supply chain integration (eSCI), which, in turn, influences firm performance in the emerging economy of China. We further examine how the relationships between market orientation and eSCI are moderated by ownership type. The results of a survey with 260 firms in China suggest that the dimensions of market orientation have differential impacts on the eSCI, and both dimensions of eSCI have significant effects on firm performance. In addition, the relationships between market orientation and eSCI are moderated by both ownership type in China. Implications and suggestions for future research are discussed.