Year-end Sale % OFF 
Abstract
The importance of small and medium-sized manufacturing enterprises as an engine of economic growth has been widely recognized. However, despite their invaluable contribution in the Ghanaian economy, their performance has not been impressive due to the orientation of their marketing strategies. This study, therefore, sought to investigate the relationship between market orientation and the performance of small and medium-sized manufacturing enterprises in the Accra metropolis of Ghana. Given the purpose and nature of this study where most of the analyses were quantitative in nature, quantitative research approach was deemed the most appropriate and, therefore, adopted. The descriptive and correlational study designs, too, were adopted for this study. Simple random sampling technique, specifically lottery method, was used to select 346 small and medium manufacturing enterprises in the Accra metropolis. Regression analysis was used to test the hypotheses postulated. It was observed from the findings that positive relationship exists between market orientation and small and medium-sized manufacturing enterprises performance. This means that market orientation contribute positively to the well being of small and medium-sized manufacturing enterprises. The study recommends that policy makers as well as National Board for Small Scale Industries should sensitize owners/managers of small and medium-sized manufacturing enterprises about the importance of employing market orientation practices in their business operations.
Highlights
In today’s globalised and highly competitive business environment with environmental conditions changing continuously, the success of an organisation shall be possible by obtaining, keeping and maintaining the competitive advantage
It was observed from the findings that positive relationship exists between market orientation and small and medium-sized manufacturing enterprises performance
This means that market orientation contribute positively to the well being of small and medium-sized manufacturing enterprises
Summary
In today’s globalised and highly competitive business environment with environmental conditions changing continuously, the success of an organisation shall be possible by obtaining, keeping and maintaining the competitive advantage. In order to obtain and maintain competitive advantage, firms should direct their affairs to be market-oriented and consistently create higher values for their customers (Naktiyok, 2003). To compete and survive in the severely competitive marketplace, firms have to pay more attention to the needs and wants of customers. A careful method is often chosen to help organisations to understand their customers, competitors and the various environmental variables, which could determine their success or failure (Kotler & Armstrong, 2006). The success of organisations, hinges on the one that understands the needs, wants and the changing tastes and preferences of customers
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
