Mediating role of internal communications in market orientation and performance of mobile telecom firms: Evidence from Ghana

Adu Danso, Kofi Poku and Ahmed Agyapong

Cogent Business & Management, 2017, vol. 4, issue 1, 1403713

Abstract: The relationship between market orientation and firm performance and mediating influence of many external factors has been researched extensively across various contexts. However, little focus has been on mediating roles of internal organisational variables such as internal communication, which could potentially channel the effects of market orientation on performance. And this was examined using questionnaire survey of 95 managers from all the telecommunication companies in Ghana. Results show internal communication as a conduit, fully transmitting the positive effects of each dimension of market orientation on market performance. Therefore, enhancement of internal communication could offer unique capabilities for significant market performance.

Date: 2017
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DOI: 10.1080/23311975.2017.1403713

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