dc.description.abstract | This paper examines the relationship between market orientation and performance of food
processing firms in Nairobi, Kenya. The effect of market orientation on business
performance has been researched over the years with authors generally agreeing on its
positive outcome. The results show that the development of market orientation in this
sector rests more on the attitude of owners/managers and more importantly, the
repeatedly reported performance implication of market orientation and innovation is
evident in these firms. More specifically, market orientation leads to superior
performance under ceaseless competitive conditions.
The study focused on forty five food processing firms within Nairobi selected from the
Kenya Association of Manufacturers directory (2010). A self administered open and
closed ended questionnaire was utilized in collecting primary data from the field. Data
was analyzed using descriptive statistics. Frequency tables, means, standard deviation,
regression models and correlation analysis were presented to test the relationships
between the constructs.
The study confirms previous studies on the positive relationship between market
orientation and performance. A brief review of the theory and related literature is
provided, followed by the development of testable hypotheses. The survey method
employed and the chosen statistical structural equation model estimation is explained in
detail. The results are discussed and implications are drawn for management in food
firms. Finally, the study’s limitations are discussed along with ideas for further research. | en |