Authors: Liem Viet Ngo, Aron O’Cass
Being market-oriented has been considered a key contributor of superior firm performance. A significant void exists in current models of market orientation-firm performance because none of them incorporate constructs related to marketing including marketing orientation and marketing-based capability. In this study, the authors examine the structural effect (both indirect and direct) of marketing orientation on brand performance and the mediating role of marketing-based capability in the context of Vietnam, a non-Western developing economy business environment. The empirical findings provide support for the indirect effect of marketing orientation on brand performance through marketing-based capability, but no empirical support was found for the direct relationship between marketing orientation and brand performance.