Abstract
The study makes two contributions to the existing knowledge on market orientation. First it extends the insight obtained from previous research on the antecedents of market orientation into the developing country context. Second, it undertakes an inter-industry comparison with the view to determine whether the implicit assumption of weak (or non) inter-industry differences in market orientation is tenable
| Original language | English |
|---|---|
| Journal | The Consortium Journal |
| Volume | 10 |
| Issue number | 2 |
| Pages (from-to) | 63-74 |
| Number of pages | 11 |
| Publication status | Published - 2006 |
Keywords
- Ghana
- Africa
- inter-industry market orientation