Open AccessANTECEDENTS OF MARKET ORIENTATION: AN EMPIRICAL STUDY IN VIETNAM
Author(s) -
Thuy Ngoc Pham,
Le Nguyen Hau
Publication year - 2010
Publication title -
khoa học công nghệ
Language(s) - English
Resource type - Journals
ISSN - 1859-0128
DOI - 10.32508/stdj.v13i1.2087
Subject(s) - market orientation , orientation (vector space) , business , empirical research , variance (accounting) , set (abstract data type) , market oriented , marketing , test (biology) , economics , market economy , accounting , mathematics , geometry , computer science , statistics , paleontology , biology , programming language
This paper presents the results of an empirical study to identify major antecedents which bear effects on market orientation (MO) level of businesses. In this light, this study examines the roles of Management Competences and Environment Challenge in market orientation in a transitional market in Vietnam. A test based upon a data set collected from 300 firms in the South of Vietnam reveals that Management Competences and Environment Challenge are determinants of market orientation. These two factors accounted for 74% of MO variance. Implications on theory as well as application are also mentioned.