Market Orientation and Business Performance: Study in Petrol Station in Timor-Leste

Abstract

The objective of this research is to assess the impact of market orientation on business performance in the petrol stations in Timor-Leste. In our study, we used questionnaire from previous authors to collect data. Hypothesis was tested using Smart-PLS 3.0. The result shows that market orientation reflected by consumer orientation, competitor orientation, and inter-functional coordination had a positive and significant impact on business performance. This study contributes to the literature on market orientation and business performance which still face inconsistent results from previous researches. This study is also expected to be considered by the government in developing policies related to small and medium enterprise (SMEs) management. In the middle of this, market orientation could be one determinant factor to be considered as strategic fitness to improve SME’s financial and nonfinancial performances in Timor-Leste. In addition, SME’s managers could look at market orientation as a business strategy to improve their business performance.