The Effects of Market Orientation on Dynamic Capabilities and Corporate Performance: Focusing on Chinese Small and Medium Sized Logistics Enterprises

Purpose - The study aims to explore the relationship between market orientation, dynamic capability, and corporate performance for China’s small and medium-sized logistics enterprises, and provide important information for Chinese small and medium-sized logistics enterprises to enhance core competitiveness and form new competitive advantages to improve corporate performance. Design/methodology/approach - 352 valid questionnaires were collected. Using SPSS 23.0 and AMOS 24.0, the collected data were subjected to reliability analysis, exploratory factor analysis, correlation analysis, and confirmatory factor analysis to test the theoretical hypothesis proposed in this paper. Findings - The market orientation of China’s small and medium-sized logistics enterprises has a significant impact on the dynamic capabilities of enterprises. Customer orientation and competitor orientation have significant influences on opportunity sensing capabilities and resource integration capabilities. Inter-functional coordination has a significant impact on opportunity sensing capabilities. Market orientation has a significant impact on corporate performance, and customer orientation and competitor orientation have a significant impact on corporate performance. Research implications or Originality - To develop Chinese small and medium-sized logistics enterprises, we must strengthen our own competitiveness. The dynamic capabilities of enterprises emphasize the dynamic nature of the environment and the importance of grasping market opportunities.