Market Orientation in a Sample of Food and Beverage Processing Firms in the Western Province, Sri Lanka

Type Journal Article - Journal of Asia-Pacific Business
Title Market Orientation in a Sample of Food and Beverage Processing Firms in the Western Province, Sri Lanka
Author(s)
Volume 10
Issue 4
Publication (Day/Month/Year) 2009
Page numbers 270-280
URL http://www.tandfonline.com/doi/abs/10.1080/10599230903340171
Abstract
This study empirically investigates the market orientation strategy of firms operating in the food and beverage industry in the Western Province of Sri Lanka. Market orientation was conceptualized through three sets of activities: intelligence generation, intelligence dissemination, and responsiveness. Firms were grouped based on the level of market orientation and were compared. It was revealed that one group had a separate marketing division with specialized marketing personnel and a positive top management philosophy toward market orientation. Firms in this group showed a greater level of performance compared to firms in other groups.

Related studies

»
»