Market orientation and its impact on company performance

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.