The Role of Market Orientation on the Perceived Performance of a Manufacturing Firm in Nigeria

Abstract

Market orientation is the organization-wide generation of market intelligence about current and future needs of customers, dissemination of intelligence within the organization, and responsiveness to it. A market oriented firm has a superior capability in achieving higher profits compared to non- market oriented firm. This study investigated the role of market orientation on the perceived performance of manufacturing firms in Nigeria. The objectives of this study were to examine whether there would be a significant difference between market intelligence and perceived organizational performance and also whether intelligence dissemination could be associated with organizational performance. In addition, the study sought to determine whether market intelligence, intelligence dissemination and firm responsiveness were predictors of perceived organizational performance.  A survey design was utilized to collect data from two hundred and nine respondents who were employees of Nigerian Breweries Plc, Lagos. The findings of the study indicated that there was a significant difference between market intelligence and perceived organizational performance. The result also showed that there was a significant relationship between intelligence dissemination and organizational performance. The study revealed further that the three measures of market orientation (market intelligence, intelligence dissemination and firm responsiveness) used in this study were predictors of perceived organizational performance. Based on the results obtained from the study, it was recommended among others that firms should strive to develop more customer and market oriented strategies that can bring about superior organizational performance.

Keywords: market orientation, market intelligence, intelligence dissemination, firm responsiveness and perceived organizational performance