A review and evaluation of market orientation research in an emerging African economy

The paper synthesizes the level of strategic market orientation of firms operating in the emerging economy of Ghana over the last two decades. It dwells on market orientation studies in general, and the banking industry and exporting firms in particular. Market orientation has a positive relationshi...

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Bibliographic Details
Published in:Journal of strategic marketing 2020-10, Vol.28 (7), p.565-582
Main Authors: Coffie, Stanley, Blankson, Charles, Dadzie, Samuel Ato
Format: Article
Language:English
Subjects:
Banking industry
Emerging economy
Ghana
market orientation
organizational performance
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