Akinyele, S.T. (2010) Market Orientation in a Small Scale Enterprise Environment: Importance of Product-Related Factors. International Business Management, 4 (3). pp. 162-170. ISSN 1993-5250
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Abstract
This study uses the results of an evaluation programme to examine the value of a market orientation for small scale manufacturer in the mass retail market. Results show that an evaluator's assessment of a product's readiness for the marketplace and his/her recommendation for the type of market it should enter were better at predicting short-term and long-term performance than market orientation alone.
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Mr Solomon Bayoko |
| Date Deposited: | 25 Oct 2013 19:56 |
| Last Modified: | 25 Oct 2013 19:56 |
| URI: | http://eprints.covenantuniversity.edu.ng/id/eprint/1751 |
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