Factors affecting the adoption of market orientation: The case of Thailand

Recently, there has been a renewed interest in market orientation or the implementation of the marketing concept by marketing professionals. This study addresses the issue from the foreign manager's perspective-specifically, the conceptual model of factors affecting the manager's decision to adopt the orientation is proposed and empirically tested. Findings show that the foreign manager's intention to adopt the orientation is positively affected by attitude toward market orientation and attitude toward innovation in management orientation. Attitude toward market orientation is, in turn, affected by the manager's beliefs regarding the relative advantage of market orientation, market turbulence, competitive intensity, and attitude toward innovation in management orientation. Attitude toward innovation in management orientation is, on the other hand, positively affected by the manager's innovativeness and negatively affected by opinion leadership. Theoretical contributions, managerial implications, limitations, and future research directions are also discussed.