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The Implementation of Market Orientation and Innovation in SMEs

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  • Nuntasaree Sukato

Abstract

This study attempts to explore the implementation of market orientation and innovation on business performance for SMEs hospitality industry in Thailand. The market orientation perspective of Kohli and Jaworski (1990), which consists of intelligence generation, intelligence dissemination, and organization-wide responsiveness, is employed in this study. The unit of analysis of the study is SMEs hotels located in Thailand. A quantitative approach and a structural-direct questionnaire survey were adopted. Structural Equation Modeling (SEM) with AMOS version 17.0 was used for data analysis. The results conclude that intelligence generation, dissemination and responsiveness have a significant indirect effect on business performance through innovation.

Suggested Citation

  • Nuntasaree Sukato, 2014. "The Implementation of Market Orientation and Innovation in SMEs," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(5), pages 614-625, May.
    • Handle: RePEc:hur:ijarbs:v:4:y:2014:i:5:p:614-625
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    1. Maydeu Olivares, Alberto, 1998. "Exploring the link between market orientation and innovation in the European and US insurance markets," DEE - Working Papers. Business Economics. WB 6528, Universidad Carlos III de Madrid. Departamento de Economía de la Empresa.
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    1. Patrik Jangl, 2015. "Relationship Between Market Orientation and Business Performance in Czech and German High-Tech Firms," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 27(2), pages 153-170.

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