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Mediating role of internal communications in market orientation and performance of mobile telecom firms: Evidence from Ghana


  • Adu Danso
  • Kofi Poku
  • Ahmed Agyapong
  • Joseph Amankwah-Amoah


The relationship between market orientation and firm performance and mediating influence of many external factors has been researched extensively across various contexts. However, little focus has been on mediating roles of internal organisational variables such as internal communication, which could potentially channel the effects of market orientation on performance. And this was examined using questionnaire survey of 95 managers from all the telecommunication companies in Ghana. Results show internal communication as a conduit, fully transmitting the positive effects of each dimension of market orientation on market performance. Therefore, enhancement of internal communication could offer unique capabilities for significant market performance.

Suggested Citation

  • Adu Danso & Kofi Poku & Ahmed Agyapong & Joseph Amankwah-Amoah, 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.
  • Handle: RePEc:taf:oabmxx:v:4:y:2017:i:1:p:1403713
    DOI: 10.1080/23311975.2017.1403713

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    References listed on IDEAS

    1. John Dawes, 2000. "Market Orientation and Company Profitability: Further Evidence Incorporating Longitudinal Data," Australian Journal of Management, Australian School of Business, vol. 25(2), pages 173-199, September.
    2. Zhou, Kevin Zheng & Brown, James R. & Dev, Chekitan S., 2009. "Market orientation, competitive advantage, and performance: A demand-based perspective," Journal of Business Research, Elsevier, vol. 62(11), pages 1063-1070, November.
    3. repec:ibf:ijmmre:v:5:y:2012:i:3:p:101-114 is not listed on IDEAS
    4. Sriram, Ven & Stump, Rodney, 2004. "Information technology investments in purchasing: an empirical investigation of communications, relationship and performance outcomes," Omega, Elsevier, vol. 32(1), pages 41-55, February.
    5. Mohammed Abdulai Mahmoud & Robert E. Hinson, 2012. "Market orientation, innovation and corporate social responsibility practices in Ghana's telecommunication sector," Social Responsibility Journal, Emerald Group Publishing, vol. 8(3), pages 327-346, July.
    6. Chenhall, Robert H., 2003. "Management control systems design within its organizational context: findings from contingency-based research and directions for the future," Accounting, Organizations and Society, Elsevier, vol. 28(2-3), pages 127-168.
    7. Yuan Lu & Lianxi Zhou & Garry Bruton & Weiwen Li, 2010. "Capabilities as a mediator linking resources and the international performance of entrepreneurial firms in an emerging economy," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 41(3), pages 419-436, April.
    8. 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.
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