Open AccessTHE EFFECTS OF INNOVATIVE CULTURE AND COMPETITIVE INTENSITY ON MARKET ORIENTATION
Author(s) -
Mai Kieu Phuong Hua,
Vi Tran,
Le Nguyen Hau
Publication year - 2011
Publication title -
khoa học công nghệ
Language(s) - English
Resource type - Journals
ISSN - 1859-0128
DOI - 10.32508/stdj.v14i1.1876
Subject(s) - market orientation , business , orientation (vector space) , competitive advantage , intensity (physics) , sample (material) , industrial organization , customer orientation , marketing , optics , mathematics , physics , geometry , chemistry , chromatography
This paper aims at providing insights into how innovative culture and competitive intensity together contribute to a company’s level of market orientation. The result based on a sample of 233 companies in HCM city shows that innovative culture has stronger impact on market orientation than competitive intensity. Particularly, innovative culture influences customer orientation, competitive orientation and functional coordination, while competitive intensity only influences competitive orientation.