Analysis of Market Orientation on Business Performance in the Multinational Service Industries

Abstract

The paper examined the extent of market orientation on business performance in the multinational service industries in Ghana. It applied the behavioral viewpoint of market orientation measurement using MKTOR scale as a base in eliciting information from eleven marketing managers through in - depth interview while one hundred and sixty-three marketing managers were also surveyed using structured questionnaires. Structural Equation Modelling (SEM) statistical technique was used in analysing the data using Partial Least Square (PLS) software version 3.0. The findings revealed that, customer orientation and competitor orientation have significant positive relationships with business performance of the multinational service companies' activities whereas, inter-functional coordination did not have any influence on business performance. The study contributes to the negligible studies on market orientation measurement as a uni-dimensional construct as well as the limited studies on marketing managers as drivers of market oriented activities in the Sub-Saharan African countries.