Positional advantage of learning orientation, market orientation and innovativeness for SMES in HCMC

Abstract

Recent research shows that market orientation, learning orientation, entrepreneurial orientation and innovativeness improving company performance has garnered great attention from many scholars in various studies. There are many factors that guide the company in the workplace and the market is proven to influence the position of the organization in both positive and negative aspects. Therefore, the purpose of this study describes the relationship and proposition of each orientation to enhance the success of the company, based on the resource-based view (RBV) of the firm perspective to consider the market orientation for organization's activities and provide quantitative analysis, in which the orientation of learning, market orientation, entrepreneurial orientation and innovativeness are the determinants of the ability of small and medium enterprises. To test the hypotheses given, several questions were sent to 300 employees assigned at three job levels including managers, supervisors and employees in small and medium organizations at Ho Chi Minh City to collect data for analysis. Research has found that market-orientation, entrepreneurial and learning together create positional advantages, so there is a positive correlation to the company's performance. Moreover, the results of this study have found a significant positive relationship between market information obtained from customers and competitors to help companies pay attention to the market. In small and medium enterprises, to have a better position and achieve the desired business performance, companies must be able to learn more and employees need to understand how to identify with organizational tasks. Besides, innovativenes indicator do not contribute to the strength of the company's development. Finally, the findings point to three variables: market orientation, learning, and entrepreneurial orientation significant firm performance. Keywords - Innovativeness, market orientation, earning orientation, entrepreneurship, positional advantage, firm performance, Paper type - Research paper