The effects of innovative culture and competitive intensity on market orientation
Abstract
his 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.
điểm /
đánh giá
Published
2012-04-25
Issue
Section
ARTILES
Copyright belongs to VNU-HCM “Science and Technology Development” Journal. Any copy or reprinting of any form must be permitted by the Journal.