The impact of market orientation on the performance of the Vietnamese software firms

Abstract

paper focuses on the exploration of the relationship between the market orientation of the managers/entrepreneurs of the Vietnamese software firms and their business performances. However, research on market orientation is a mature area of research in the Western nations‟ perspectives, there are little knowledge about how the entrepreneurs and managers in the transition perspectives get along with the market and how this process effect on the performances of their ventures. Results of this research show that there is a positive relationship between the market orientation of the Vietnamese software firms and their business performances. This research also reveals that firm size has an influencing role on the performance setting effect of the market orientation in the firms. Furthermore this research shows that in the case of the Vietnamese software firms, „organization wide dissemination of market intelligence‟ and „organizational responsiveness to the disseminated intelligence‟ has more influence on business performance. Results of this research contributes to the knowledge for understanding about how the managers and entrepreneurs in new markets are adjusting their focuses to the market and how such adjustments are contributing o the performances of their ventures.