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Market Orientation in a Small Scale Enterprise Environment: Importance of Product-Related Factors

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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