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

Abstract

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

Key words:

• market orientation
• performance
• uncertainty
• apparel retailing
• South Korea

Additional information

Notes on contributors

Eun Jin Hwang

Eun Jin Hwang is an Assistant Professor in the Department of Health and Human Development at Indiana University of Pennsylvania. Her Ph.D. is from the Virginia Polytechnic Institute and State University (Virginia Tech). Her research and teaching mainly concern fashion merchandising, strategic management with respect to textiles and apparel, and the textile and apparel industry and trade.

Marjorie Norton is a Professor in the Department of Apparel, Housing, and Resource Management at Virginia Tech. Her Ph.D. is from the University of Minnesota, and her B.Sc. is from Cornell University. Her publications include articles in various journals, such as the Clothing and Textiles Research Journal, the Family and Consumer Sciences Research Journal, the Journal of Consumer Affairs, the Journal of Fashion Marketing and Management, the Journal of the Textile Institute, and the Textile Research Journal. Her research and teaching mainly concern consumer behaviour with respect to textiles and apparel, and the textile and apparel industry and trade.