The practice of market orientation in the WAEMU banking sector: Case of banks in Senegal

Babo Amadou Ba
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Babo Amadou Ba: ESITEC, Groupe Supdeco Dakar

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Abstract: In this article we will study the level of implementation of market orientation in the banking sector to better understand the relationship with customers (BIC : customer information bulletin), and what is the best measuring scale. This market orientation is a fundamental factor in credit risk management. For two decades, research devoted to market orientation has multiplied. Indeed, research on market orientation started in the United States with the work of Kohli and Jaworski (1990) and Narver and Slater (1990). They are essentially structured around the theme of the relationship between market orientation and performance. Thereafter research multiplied in the rest of the world :

Keywords: market orientation measurement scale antecedents MKTOR MARKOR PCA; market orientation; measurement scale; antecedents; MKTOR; MARKOR; PCA (search for similar items in EconPapers)
Date: 2022-09-10
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Published in International Journal of Economic Studies and Management (IJESM), 2022, ⟨10.5281/zenodo.7107472⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04968724

DOI: 10.5281/zenodo.7107472

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