relation: http://eprints.covenantuniversity.edu.ng/1751/
title: Market Orientation in a Small Scale Enterprise Environment:  Importance of Product-Related Factors
creator: Akinyele, S.T.
subject: H Social Sciences (General)
description: 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.
date: 2010
type: Article
type: PeerReviewed
format: application/pdf
language: en
identifier: http://eprints.covenantuniversity.edu.ng/1751/1/Market%20Orientation%20in%20a%20Small%20Scale%20Enterprise%20Environment.pdf
identifier:   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