Authors : S.T. Akinyele
Abstract: This study uses the results of an evaluation programme to examine the value of a market orientation for small scale manufacturer in the mass retail market. Results show that an evaluator’s assessment of a product’s readiness for the marketplace and his/her recommendation for the type of market it should enter were better at predicting short-term and long-term performance than market orientation alone.
S.T. Akinyele , 2010. Market Orientation in a Small Scale Enterprise Environment: Importance of Product-Related Factors. International Business Management, 4: 162-170.