A QUANTITATIVE STUDY OF MARKET ORIENTATION AND ORGANIZATIONAL PERFORMANCE OF LISTED COMPANIES: EVIDENCE FROM GHANA

Solomon A. Keelson

International Journal of Management and Marketing Research, 2012, vol. 5, issue 3, 110-114

Abstract: The study is part of a larger research of market orientation, which was conducted to build on previous research, and particularly examined the association between market orientation and business performance in a larger market context, using a synthesis model approach. Using the survey approach 24 companies out of 37 listed companies participated in the quantitative study; where 72 senior officials were surveyed from August 2011 to September 2011, through a five-likert scale questions. In this preliminary analysis, correlation analysis was used to measure the association between antecedents of market orientation and components of market orientation; as well as the link between market orientation components and business performance of firms. The findings indicated that top management factors on the average had statistical significant relationship with market orientation; organizational factors related highly with market orientation; and external factors also had statistical significant relationship with market orientation. Similarly, the four components of market orientation were found to have statistical significance correlation with both economic and non-economic performance of business. Thus, the results implied that the overall performance of listed companies in Ghana is linked to market orientation.

Date: 2012
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