Market Orientation in a Small Scale Enterprise Environment: Importance of Product-Related Factors
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This study uses the results of an evaluation programme to examine the value of a market orientation
for small scale manufacturer in the mass retail market. Results show that an evaluator's assessment of a
product's readiness for the marketplace and his/her recommendation for the type of market it should enter were
better at predicting short-term and long-term performance than market orientation alone.
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H Social Sciences (General)