The influence of market orientation on the business performance of small and medium-sized enterprises in Hue City
Vol. 133 No. 5A (2024), Original Article
Vol. 133 No. 5A (2024)

The influence of market orientation on the business performance of small and medium-sized enterprises in Hue City

Original Article
https://doi.org/10.26459/hueunijed.v133i5A.7370
Published 2024-03-29
Nguyen Thi Tra My
University of Economics, Hue University, 99 Ho Dac Di St., Hue, Vietnam
Nguyen Thi Xuan Diem
University of Economics, Hue University, 99 Ho Dac Di St., Hue, Vietnam
Hoang Trong Hung
University of Economics, Hue University, 99 Ho Dac Di St., Hue, Vietnam
PDF (Vietnamese)

Keywords

định hướng thị trường
kết quả hoạt động kinh doanh
doanh nghiệp nhỏ và vừa
thành phố Huế Market Orientation
Business performance
Small and medium-sized enterprises
Hue City

Abstract

This study aims to evaluate the impact of market orientation on the performance of small and medium-sized enterprises (SMEs) in Hue City, thereby proposing strategies to improve their business performance. Based on the survey results from 130 SMEs using a convenient method and structural equation modelling (SEM), the study shows three factors that directly affect the business results of SMEs as follows: competitor orientation (COO), inter-functional coordination (IC), and customer orientation (CUO). The influence level of three factors on SMEs’ business performance does not differ too much, but the inter-functional (IC) factor has the highest impact coefficient. Moreover, the study also demonstrated that COO, IC, and CUO factors have an indirect impact on the business results of SMEs through the mediator of competitive advantage (CA).

https://doi.org/10.26459/hueunijed.v133i5A.7370
PDF (Vietnamese)

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