S.T.  Akinyele, 
    Market Orientation in a Small Scale Enterprise Environment: Importance of Product-Related Factors,
    International Business Management,
    Volume 4,Issue 3,
    2010,
    Pages 162-170,
    ISSN 1993-5250,
    ibm.2010.162.170,
    (https://makhillpublications.co/view-article.php?doi=ibm.2010.162.170)
    Abstract: 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.
    Keywords: Market orientation;small scale manufacturer;retail market;performance;product;Nigeria