Abstract

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.