This study explores the relationship of external market orientation, internal market orientation, service climate and employees’ market-orientated behavior in the Food & Beverage industries in Taiwan, China and the United States. This is one of few studies that bring together the related market orientation constructs within international cross-culture perspectives. The result shows that employees’ market-oriented behaviors will be influenced positively by market-oriented culture, employee perceived service climate, as well as internal market orientation. While the market-oriented behavior will be formed more explicitly (the effect is larger) if market-oriented culture mediated by internal market orientation, which is in turn mediated by service climate. There were 615 valid samples collected, consisting of 200 from Taiwan, 210 from China, and 205 from US.
