2025-04-01https://repository.covenantuniversity.edu.ng/handle/123456789/39683This 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.application/pdfH Social Sciences (General)Article