Market Orientation in the Microfinance Industry: Related Literature

Gloria K.Q. Agyapong

International Journal of Management Sciences, 2014, vol. 4, issue 9, 388-396

Abstract: The paper examines the concept of market orientation and how it is been applied in the microfinance sector in Ghana. The existing literature provides little understanding on implementation of the market orientation concept in the microfinance sector. This paper, therefore synthesises extant knowledge and literature on the concept and also provides a basis for future research by discussing the construct domain and also providing the antecedents in the microfinance sector. Appropriate theoretical and managerial implications are prescribed.

Keywords: microfinance; performance; market orientation; strategic orientation (search for similar items in EconPapers)
Date: 2014
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