TY  - JOUR
T1  - Market Orientation in a Small Scale Enterprise Environment: Importance of Product-Related Factors
AU - Akinyele, S.T. 
JO  - International Business Management
VL  - 4
IS  - 3
SP  - 162
EP  - 170
PY  - 2010
DA  - 2001/08/19
SN  - 1993-5250
DO  - ibm.2010.162.170
UR  - https://makhillpublications.co/view-article.php?doi=ibm.2010.162.170
KW  - Market orientation
KW  -small scale manufacturer
KW  -retail market
KW  -performance
KW  -product
KW  -Nigeria
AB  - 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.
ER  -