Moderating effects of market orientation on the performance of small and medium scale enterprises (SMEs) in Nigeria
General Material Designation
[Thesis]
First Statement of Responsibility
Oniku, Ayodele Christopher
.PUBLICATION, DISTRIBUTION, ETC
Name of Publisher, Distributor, etc.
University of East London
Date of Publication, Distribution, etc.
2009
DISSERTATION (THESIS) NOTE
Dissertation or thesis details and type of degree
Ph.D.
Body granting the degree
University of East London
Text preceding or following the note
2009
SUMMARY OR ABSTRACT
Text of Note
This dissertation investigates the moderating effects of market orientation application onperformance among SMEs in Nigeria. It examines the most pertinent factors anddimensions emerging from a review of previous related work. This provides a base forthe study to examine the dimensions and antecedents of market orientation, the effects onSMEs operations, and importantly, on market offerings and customer satisfaction underthe government economic/market reforms in the economy. Market orientation focuses on,and entrenches the use of market intelligence and information to determine marketofferings to meet customer satisfaction. MARKOR scale, the dominant methodology formeasuring market orientation, emphasises application of intelligence generation,intelligence dissemination and responsiveness among firms to meet and improvecustomer satisfaction in operations.The research is important in that it provides an holistic overview of MARKOR scaleapplication by examining the implication and effects of the dimensions in the light ofSMEs operations in a developing economy like Nigeria. Importantly, the study examinesmarket orientation implementation with reference to ongoing economic and marketreforms in the economy.The underlying research approach used was quantitative technique. This was employed togive adequate interpretation and meaning to the causal relationships that exist amongvariables as they interacted in the operations and decision processes. This resulted indevelopment and testing of hypotheses and application of relevant statistical instrumentsthat are appropriate for the study. The hypotheses were related to the dimensions ofmarket orientation and other themes that the study covered. The use of SPSS 10.1 wasemployed for data analysis, and application of Cronbach alpha for reliability and internalconsistency of data. A total sample of 234 respondents was drawn from specific statesacross the six geo-political zones of the economy. The statutory definition of SMEsguided the sampling process. As a part of method/data triangulation procedure, the qualitative technique was also employed to give adequate information and meaning toanalysis and finding.The main finding of the research was a mixture of confirmation of existing findings onmarket orientation application in businesses, and new developments in relation to theoperation of SMEs in Nigerian economy. The new developments were found in terms ofthe effects on performance (financial and non-financial categories), responsiveness andmanagerial representation, internal management, reward systems and effects undereconomic reforms. For example, the cross-functional and multi functional of staff tostrengthen market oriented behaviours, and higher consumer representation orinformation among SMEs.By and large, the study shows the applicability of market orientation and the usage ofMARKOR scale among SMEs in Nigerian economy; hence, they provide a basis tounderstand developments in the market and areas of improvement to enrich customersatisfaction.