@article{MAKHILLIBM20104325532,
    title = {Market Orientation in a Small Scale Enterprise Environment: Importance of Product-Related Factors},
    journal = {International Business Management},
    volume = {4},
    number = {3},
    pages = {162-170},
    year = {2010},
    issn = {1993-5250},
    doi = {ibm.2010.162.170},
    url = {https://makhillpublications.co/view-article.php?issn=1993-5250&doi=ibm.2010.162.170},
    author = {S.T.},
    keywords = {Market orientation,small scale manufacturer,retail market,performance,product,Nigeria},
    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.}
    }