Relationship between Market Orientation and Firm Performance: A Look at Nigerian SMEs

Abstract

The aim of this research is to examine the relationship between market orientation and performance of SMEs in Nigeria. It proposed a quantitative analysis in which market orientation is a key success factor of SMEs. Data were collected by means of self-administration of questionnaire completed by owner/managers randomly selected from a sampling frame of registered SMEs. The questionnaire was adapted from Suliyanto and Rahab (2012) which was used to measure market orientation using a twelve items scale and performance measurement was based on subjective evaluation involving self-reported measures with six items. The findings reveal that significant relationships exist between market orientation and SME performance. This finding may be of help to the owner/managers of SMEs to be more market oriented in order for them to survive in the intensively competitive market environment.

Keywords: Performance, SMEs, market orientation, Kano, Nigeria.