Analyzing of market orientation, competitive strategy and sustainable business performance: Insight from foot-wear SMEs in Indonesia
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This present study was conducted to advance an understanding of market orientation concept, by exploring the relationship between market orientation, competitive strategy and business performance in a sample of small- and medium-sized companies in Indonesia. A quantitative research method was adopted to investigate the relationship between the variables. A total of 200 questionnaires were distributed, from which 182 usable questionnaire were obtained (91% response rate). Correlational and regression analyses were used to examine the relationships between market orientation and the other variables measured in the study. It was found that market orientation had both direct and indirect positive influence on business performance. All three dimensions of market orientation (i.e., customer orientation, competitor orientation and inter-functional coordination) showed a simple linear relationship to the business performance, and the inter-functional coordination had the strongest association with business performance.