Tag Archives: Market Orientation

Market Orientation in Nigerian Political Parities: A Research Proposition (Published)

The importance of political parties in the democratic governance of Nigeria, in addition to the dynamics of the contemporary Nigerian political environment, initiated the need for this research. This proposed research aims to examine the market orientation strategies employed by Nigerian political parties.  Using qualitative and quantitative research approaches, the research plans to provide insight into the market orientation strategies of Nigerian political parties. The findings from this research would be of relevance for managerial actions in democratic governance, and assist party management and governmental policies and interventions geared towards improving the administration, growth and development of Nigerian political parties. Also, findings from the proposed research will be of relevance to Nigerian politicians, political parties and political regulators in improving their services, programmes, policies and relationships with their relevant target audience. In addition, the proposed research intends to stimulate future research efforts in cognate areas of political party management strategies in Nigeria and other developing economies, especially in Sub-Saharan Africa. The paper makes original theoretical, practical, and policy contributions to political parties’ marketing management as it situates the market orientation construct in non- profit organizations (political parties). In addition, the proposed research’s instrument (questionnaire) will assist in empirical testing of the market orientation construct in political parties operating in developing democracies, especially in sub-Saharan Africa

Keywords: Democracy, Market Orientation, Marketing Strategy, Nigeria, political party

Influence of Strategic Orientation on Performance of Publicly Owned Hotel Enterprises in Kenya (Published)

Firm’s strategic orientation enables a firm to develop optimal performance and sustain competitiveness in the market. Publicly owned hotels have however been faced with many challenges which affects their performance. These challenges included change in technology, competitive environment, social-cultural and economic challenges. The main objective of the study was to establish the influence of strategic orientation on performance of public owned hotel enterprises in Kenya. The study was guided by three theories namely; Resource-based view, Goal-setting theory and Dynamic Capabilities View. A descriptive cross-sectional survey design was used. The targeted institutions for the study were all the 9 existing public owned hotel enterprises in Kenya. Stratified sampling technique was used to select the sample. A total of 54 respondents formed the sample size. The study adopted the use of a questionnaire for middle level managers and an interview schedule for the general managers as the main research instruments. Content analysis was used to analyze qualitative data. Both correlation and multiple linear regression analysis was carried out. The study established that resource orientation positively and significantly influences performance of public owned hotel enterprises in Kenya; entrepreneurial orientation positively and significantly influences performance of public owned hotel enterprises in Kenya; market orientation positively and significantly influences performance of public owned hotel enterprises in Kenya and that technological orientation positively and significantly influences performance of public owned hotel enterprises in Kenya. The multiple regression findings further showed that all measures of strategic orientation combined (resource orientation, technology orientation, market orientation, entrepreneurial orientation) influences performance of public owned hotel enterprises. This study recommends that the public owned hotel enterprises should widely adopt information technology (IT) to reduce costs, enhance operational efficiency, and most importantly to improve service quality and customer experience. Public owned hotel enterprises should collect information about their current and potential guests’ desires continuously. The study also recommends that public owned hotels should be keen to generate innovations that are then converted into better performance.

Keywords: Entrepreneurial Orientation, Market Orientation, Performance, resource orientation, strategic orientation

Sales force Attitude toward Market Orientation and impact on Innovative Performance with Mediating Effect of Creativity (Case-study of Iran-Transfo Industrial Group) (Published)

This study investigated the effect of market orientation of sales force on innovative performance with mediating effect of creativity: case-study of Iran Transfo Industrial Group. Research population included 150 sales force of Iran Transfo Industrial Group from which 108 were selected as sample. Data were collected through questionnaire and survey. Each item was based on 5-points Likert Scale. Face and content validity were used to validate the scale. To examine reliability Cronbach’s Alpha, Split half, and test-retest were employed. SPSS 21 were used to analyze data. In order to test hypothesis, Regression Analysis were used in SPSS data analysis.

Keywords: Competitor-Oriented, Creativity, Cross-Functional Coordination, Innovative Performance, Market Orientation