A review and evaluation of market orientation research in an emerging African economy
Abstract
The paper synthesizes the level of strategic market orientation of firms operating in the emerging economy of Ghana over the last two decades. It dwells on market orientation studies in general, and the banking industry and exporting firms in particular. Market orientation has a positive relationship with performance for both foreign and domestic firms across the many studies. Foreign firms in general appear more market oriented due to...
Paper Details
Title
A review and evaluation of market orientation research in an emerging African economy
Published Date
Dec 10, 2018
Volume
28
Issue
7
Pages
565 - 582
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