Abstract

This study aims at identifying the components of Market Orientation and investigating the application of this management perspective in companies in HCM City. Results of SEM analysis based on a sample of 301 companies show that: HCMC companies are above-average in Market orientation; significantly positive impact of market orientation on the company's business performance; and five components of market orientation (i.e. customer orientation, competitor orientation, functional coordination, profit control and responsiveness) should be paid attention by company leaders.