THE EFFECTS OF INNOVATIVE CULTURE AND COMPETITIVE INTENSITY ON MARKET ORIENTATION | Zendy

Mai Kieu Phuong Hua | Zendy; Vi Tran | Zendy; Le Nguyen Hau | Zendy

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THE 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 -

science and technology development journal

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.

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