The uncertainty in global expansion of retailing firms is intensified by the changing landscape of environment, such as political forces, economic climate and cultural issues, companies have to devise strategies to respond promptly to the diverse needs of customers and become market-oriented. Hence, market orientation is regarded extremely significant when designing marketing strategies. However, the study in market orientation and its impact on international activities of retailing firms has not been fully explored. This paper aims to explore inter-firm market orientation while entering emerging market. Ten face-to-face in depth interviews were conducted with senior and middle managers at Seven-Eleven in Thailand. The evidence of inter- firm market orientation demonstrates by gathering customer information and disseminate information in order to respond to customer’s needs.