TY  - JOUR
AU  - Yeh, Chien Mu 
AU  - Hu, Han Ning 
AU  - Tsai, Shu Hsien 
PY  - 2011
TI  - A Conceptual Model of Knowledge Sharing and Market Orientation in the Tourism Sector
JF  - American Journal of Applied Sciences
VL  - 8
IS  - 4
DO  - 10.3844/ajassp.2011.343.347
UR  - https://thescipub.com/abstract/ajassp.2011.343.347
AB  - 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.