Economics, Law and Management - Research article
THE EFFECTS OF INNOVATIVE CULTURE AND COMPETITIVE INTENSITY ON MARKET ORIENTATION
- University of Technology, VNU-HCM
Correspondence to:
Mai Kieu Phuong Hua,
University of Technology, VNU-HCM.
Email:
pvphuc@hcmuns.edu.vn.
Published:
2011-03-30
Abstract
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.