An analysis of market orientation and its impact on business performance. The survey of five small engineering companies in Harare, Zimbabwe.
Kunaka, Daniel T
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The researcher focused on an analysis of market orientation and its impact on business performance. It was a survey for small engineering companies in Zimbabwe. Market orientation was considered to be critical for the efficient operations of the organisations, hence its importance in the organisations cannot be emphasised. The objectives of the study were to establish whether market orientation was being implemented, to establish and analyse the internal and external antecedents that influencing market orientation of small engineering companies in Zimbabwe and to establish the overall impact of market orientation on business performance. The information about the research was collected through questionnaires and in-depth interviews to address the research objectives on all the respondents. Additionally, quantitative and qualitative approaches were both used to analyse data. Simple random sampling and judgemental sampling were used to come up with 30 respondents to answer the questionnaires from a sample of 46 respondents drawn from five small engineering companies in Zimbabwe. A casual research design was used to explain the relationship of market orientation and business performance. Additionally, in-depth interviews had ten participants from the five companies that are two respondents for each company. The research found out that the companies were implementing market orientation. The level of market orientation was measured using CUSTOR scale and MARKOR scale respectively. Internal and external antecedents influencing market orientation were identified as senior management characteristics, organisational characteristics, interdepartmental dynamics, competition, market turbulence and technology. Additionally, the research conforms to upheld notion that market orientation is positively related to business performance. Finally, the researcher recommends that small engineering companies must fully adopt the approach of market orientation. This will enable the companies to regain their market share, secure and retainable profitable customers and increases its sales.
- Department of Marketing