The Challenges Of Market Orientation Strategies Implementation In An Emerging Economy

Abstract

The purpose of this research was to explore the market orientation profiles and strategies implementations of a single Nigeria-based company, in the context of International Monetary Fund’s structural adjustment programs. The design enabled broader understanding of the challenges facing an individual company adopting and implementing market orientation strategies in an unstable economy of a developing country. Based on lack of parsimonious market orientation definition, construct and assessment model in extant literature, this study assessed firm market orientation in this case, by the identification of market orientation instances, aggregation of properties of key market orientation components, and integration of environmental influences using proposed explicative market orientation model. Data processing and analysis was presented through multiple approaches. To facilitate this process, all market orientation properties and patterns identified in the in-depth interviews, and firm documents were presented in the list of market orientation action themes, using thematic aggregation and content analysis. Inter-functional involvements in firm market orientation and strategies implementations were assessed using simple correlation analysis. The findings of this study can help policy makers, international organizations and scholars in assisting individual organizations to more effectively navigate the adoption and implementations of market orientation strategies in an emergent economy undergoing market restructuring.