Market Orientation and Business Performance: Evidence from Libya
Keywords:
Market Orientation, Business Performance, libyaAbstract
Purpose - This paper focuses on exploring the extent to which
organisations in Libya adopt the concept of market orientation under
economic reforms. The study examines the influences of type of business;
ownership type, on market orientation adoption and hence, business
performance.
Methodology - Questionnaire survey was used to collect data. 400
questionnaires were circulated only 276 returned with 233 considered
valid for data analysis stage. Narver and Slater‟s construct (1990) was
adopted to measure market orientation and business performance
measured subjectively by high level executives‟ perception to their
businesses‟ performances against their counterparts in the Libyan market.
Findings - The results revealed that there is growing level of market
orientation embracing in Libya especially in the private sector, which is
judged to be best performance. The study exposed positive association
between market orientation and business performance, thereby underpinning previous findings internationally documented in the US,
UK, Europe and transitional economies literature.
Implications – Originality / Value - The value of the paper is that it comes
as a response to scholars who have called for investigating market
orientation practices in different cultural contexts. Hence, it fills the gap
in the literature. Also, foreign businesses who have the desire to do
business in Libya might consult such research. Finally, the study ends up
with research implications; limitations and future research.
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