@article {10.3844/ajassp.2011.343.347,
article_type = {journal},
title = {A Conceptual Model of Knowledge Sharing and Market Orientation in the Tourism Sector},
author = {Yeh, Chien Mu and Hu, Han Ning and Tsai, Shu Hsien},
volume = {8},
year = {2011},
month = {Apr},
pages = {343-347},
doi = {10.3844/ajassp.2011.343.347},
url = {https://thescipub.com/abstract/ajassp.2011.343.347},
abstract = {Problem statement: Marketing scholars have emphasized the importance of market
orientation. While a number of studies discover the positive influence of market orientation on a
variety of organizations phenomena, the understanding of factors that facilitate market orientation is
limited. This study develops a conceptual model in which knowledge sharing is proposed to be the
antecedent to three perspectives of market orientation-customer orientation, competitor orientation and
inter-functional coordination. With a knowledge sharing culture in place, tourism firms can encourage
employees to exchange understanding of customers and competitors. It then enhances tourism firms’
market positions. Conclusion: Future research can test these propositions to enrich our understanding
of the interaction between knowledge management and market orientation in the tourism industry.},
journal = {American Journal of Applied Sciences},
publisher = {Science Publications}
}