Market Orientation: Expedition from Antecedents of Business Performance in Alternative Leather Manufacturing Firms: A Study on Alternative Leather Industry in Bangladesh

Abstract

Market Orientation (MO), being charismatic in nature, has been considered as a high priority area for research. The antecedents of MO, either act as drivers or impediments, have got huge importance in making the organization more market oriented. This research aims to investigate the link among market orientation and its antecedence, product and business performance of Leather Industry in Bangladesh. This study is primarily centered on empirically investigating three issues: influence of market orientation in product and business performance for a Bangladeshi company, whether or not the antecedents could contribute in making Bangladeshi organization more market oriented and influence of the factors (Antecedents) in the artificial leather manufacturing firm Performance. Data was collected via structured questionnaire and SPSS software was used to analyze the data collected and results suggested that there is a significant link between antecedents of market orientation, market orientation itself, product performance and the manufacturing firm’s performance. This paper provides owner and top managers with a more understandable guide to specific market oriented activities. The results could facilitate leaders of Bangladeshi organizations in designing and implementing of corporate-wide change initiatives, geared at making their organizations more market orientated leading to improved organizational effectiveness and sustained competitive advantage.

Keywords: Market orientation, Antecedents of business performance, Alternative leather industry, Bangladesh