Adequacy of Market Orientation and Its Effect at ABC Company, Zimbabwe

Hove, George (2015) Adequacy of Market Orientation and Its Effect at ABC Company, Zimbabwe. pp. 14-23. ISSN 0974-3472

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Abstract

While there is a rich body of research on market orientation in the developed countries, there is still lack of researches on the subject in developing countries such as Zimbabwe. This study visited the discourse specifically focusing on the extent to which ABC Company had embraced market orientation. By means of quantitative research approach, this study found that the level of market orientation activities at the company was not adequate as perceived by its employees. In order for the company to have market orientation, the company was recommended to engage in the generation of market intelligence to identify the needs of the customers, identify the competitive environment and the development of an organisationally coordinated response.

Item Type: Article
Uncontrolled Keywords: Market Orientation and Performance
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Depositing User: Dr George Hove
Date Deposited: 15 Nov 2016 14:06
Last Modified: 15 Nov 2016 14:06
URI: http://researchdatabase.ac.zw/id/eprint/3080

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