Internal marketing establishes the culture of market orientation

By analyzing the antecedent factors that affect market orientation, this study links concepts from these topics with those of internal marketing to provide business administrators with an effective method of building a market orientation culture. The research subjects were presidents and high-level managers at 491 accredited Taiwanese district hospitals or above. For this cross-sectional study, researchers mailed 491 questionnaires in October 2008 and received 104 responses. The data were analyzed with SPSS 17.0, including descriptive statistics and inferential statistical analysis. To examine research hypothesizes, we performed a multiple linear regression to investigate the associations between market orientation and the three sub-constructs of internal marketing. This study finds that internal marketing significantly influences market orientation.