Article
Diffusing market orientation to drive marketing capital: evidence from Vietnam
Journal of Strategic Marketing
(2017)
Abstract
Although Vietnam’s transition to a market-oriented economy has produced stunning results, the economy is still lacking qualified marketers. This study investigates underlying factors that are fundamental drivers of Vietnam’s economic renaissance, including the role of market orientation at the marketer level (i.e. marketers’ market orientation) in marketing capital pool, and subsequently, marketers’ occupational commitment. Based on data collected from 351 marketers working for various firms in Ho Chi Minh City, the study finds that marketers’ market orientation has a positive impact on marketing capital pool. Further, marketing capital pool invested by marketers has a positive impact on their occupational commitment. Finally, firm ownership moderates the relationship between marketers’ market orientation and marketing capital pool, and gender moderates the relationship between marketing capital pool and marketers’ occupational commitment. Implications for Vietnam and other transitioning economies are discussed.
Publication Date
May 2, 2017
DOI
10.1080/0965254X.2017.1318941
Citation Information
Nguyen Dinh Tho, Nguyen Thi Mai Trang and Clifford J. Shultz. "Diffusing market orientation to drive marketing capital: evidence from Vietnam" Journal of Strategic Marketing Vol. 26 (2017) p. 1 - 12 Available at: http://works.bepress.com/clifford_shultz/56/