2025-04-01https://repository.covenantuniversity.edu.ng/handle/123456789/39675The paper examines the issue of interrelationships between market orientation, firm innovativeness and innovative performance. Three dimensions of market orientation, namely collection and use of market information, development of market oriented strategy and implementation of market oriented strategy are measured. Factor analysis used to validate the measures of market orientation, firm innovativeness and innovative performance . A correlational analysis is performed to determined whether market orientation is associated with firm innovativeness and innovative performanceapplication/pdfH Social Sciences (General)Article