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A Quantitative Study Of Market Orientation And Organizational Performance Of Listed Companies: Evidence From Ghana

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  • Solomon A. Keelson

Abstract

The study is part of a larger research of market orientation, which was conducted to build on previous research, and particularly examined the association between market orientation and business performance in a larger market context, using a synthesis model approach. Using the survey approach 24 companies out of 37 listed companies participated in the quantitative study; where 72 senior officials were surveyed from August 2011 to September 2011, through a five-likert scale questions. In this preliminary analysis, correlation analysis was used to measure the association between antecedents of market orientation and components of market orientation; as well as the link between market orientation components and business performance of firms. The findings indicated that top management factors on the average had statistical significant relationship with market orientation; organizational factors related highly with market orientation; and external factors also had statistical significant relationship with market orientation. Similarly, the four components of market orientation were found to have statistical significance correlation with both economic and non-economic performance of business. Thus, the results implied that the overall performance of listed companies in Ghana is linked to market orientation.

Suggested Citation

  • Solomon A. Keelson, 2012. "A Quantitative Study Of Market Orientation And Organizational Performance Of Listed Companies: Evidence From Ghana," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 5(3), pages 110-114.
    • Handle: RePEc:ibf:ijmmre:v:5:y:2012:i:3:p:110-114
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    References listed on IDEAS

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    1. Justin J.P. Jansen & Frans A.J. Van den Bosch & Henk W. Volberda, 2005. "Exploratory Innovation, Exploitative Innovation, And Ambidexterity: The Impact Of Environmental And Organizational Antecedents," Schmalenbach Business Review (sbr), LMU Munich School of Management, vol. 57(4), pages 351-363, October.
    2. Gainer, Brenda & Padanyi, Paulette, 2005. "The relationship between market-oriented activities and market-oriented culture: implications for the development of market orientation in nonprofit service organizations," Journal of Business Research, Elsevier, vol. 58(6), pages 854-862, June.
    3. Jansen, J.J.P. & van den Bosch, F.A.J. & Volberda, H.W., 2005. "Managing Potential and Realized Absorptive Capacity: How do Organizational Antecedents matter?," ERIM Report Series Research in Management ERS-2005-025-STR, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
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    1. Simona Salyova & Janka Taborecka-Petrovicova, 2017. "The Impact of Internal Determinants and Environment on Market Orientation of Businesses from Slovak Foodstuff Industry," International Review of Management and Marketing, Econjournals, vol. 7(2), pages 83-91.
    2. Adu Danso & Kofi Poku & Ahmed Agyapong, 2017. "Mediating role of internal communications in market orientation and performance of mobile telecom firms: Evidence from Ghana," Cogent Business & Management, Taylor & Francis Journals, vol. 4(1), pages 1403713-140, January.

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