Market Orientation and Firm Performance in Fruit Exporting Companies in Nairobi City County in Kenya: An Empirical Review

Abstract

The survival of firms in the modern dynamic competitive environment brought about by globalisation is to improve on performance. Fruit exporting firms in Kenya face the same global competition challenges, and the key to success is for management of such organisations to effectively utilise their available resources. The interest to carry on this study was brought about by the lack of methodological and empirical gaps depicted by scanty literature on fruit exports from Nairobi City County in Kenya. Another reason for taking this research was the failure by fruit exporting firms in Nairobi City County to grow from infancy to maturity as their international competitors do. Africa’s share of the world market has been on a decline or even stagnating while proportion of the world market for other regions and countries have been increasing in tandem with the overall increase of world trade. It was posited that these fruit exporting firms could improve their performance by using market orientation strategies in their future long term performance.

Keywords: Market orientation, tropical fruits, innovation, firm performance, air space.