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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.
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Article Details
Issue: Vol 14 No 1 (2011)
Page No.: 75-83
Published: Mar 30, 2011
Section: Economics, Law and Management - Research article
DOI: https://doi.org/10.32508/stdj.v14i1.1876
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Copyright: The Authors. This is an open access article distributed under the terms of the Creative Commons Attribution License CC-BY 4.0., which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
How to Cite
Hua, M., Tran, V., & Le, H. (2011). THE EFFECTS OF INNOVATIVE CULTURE AND COMPETITIVE INTENSITY ON MARKET ORIENTATION. VNUHCM Journal of Science and Technology Development, 14(1), 75-83. https://doi.org/https://doi.org/10.32508/stdj.v14i1.1876
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