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.
Highlights
Market orientation has become an important research subject matter in business research for some time (Hult and Tomas, 2011; Murray et al, 2011; Agrawal, 2012; Spillan et al, 2013; Ozturan et al, 2014; Šályová et al, 2016)
Hypothesis 2 (H2) forecasted that, an increased levels of competitor orientation augments the performance of business
Drawing from the findings of the research, competitor orientation of multinational service activities has a stronger influence on business performance (0.000) more than all the market orientation activities - such as customer orientation as well as the inter functional coordination
Summary
Market orientation has become an important research subject matter in business research for some time (Hult and Tomas, 2011; Murray et al, 2011; Agrawal, 2012; Spillan et al, 2013; Ozturan et al, 2014; Šályová et al, 2016). According to a study by Herhausen (2016), he stated that, firms with market orientation culture are able to attain better monetary and business performance even in tricky market situations. Fraj-Andrés et al (2009) observed that, promoting business performance strategy is dependably connected to the marketing practices of the business. The difficulty in assessing marketing performance stems from the fact that, its measurement is basically depended on external irrepressible factors such as customers and competitors (Neely, 2002). An organisation is not likely to survive once it does not uphold a market oriented culture in their business activities (Attia, 2013). The change in taste and preference of consumers in the current Ghanaian business environment has made it imperative for organizations to alter their strategic marketing activities in meeting the needs of the people. The change in taste and preference of consumers in the current Ghanaian business environment has made it imperative for organizations to alter their strategic marketing activities in meeting the needs of the people. Ansah (2016) observed that, there were limited studies on multinational activities and market orientation in Ghana- with marketing
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