Analysis of Market Orientation on Business Performance in the Multinational Service Industries

@inproceedings{Ansah2017AnalysisOM,
  title={Analysis of Market Orientation on Business Performance in the Multinational Service Industries},
  author={Martin Owusu Ansah and Richard Chinomona},
  year={2017}
}
The paper examined the extent of market orientation on business performance in the multinational service industries in Ghana. It applied the behavioral viewpoint of market orientation measurement using MKTOR scale as a base in eliciting information from eleven marketing managers through in - depth interview while one hundred and sixty-three marketing managers were also surveyed using structured questionnaires. Structural Equation Modelling (SEM) statistical technique was used in analysing the… CONTINUE READING

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