In this article, the authors examine the incidence of market orientation of Nigerian and Kenyan firms by focusing on the role of top managers. It is argued that top management’s emphasis on market orientation provides insight into how marginal conditions impact on the applicability of market orientation philosophy in sub‐Saharan African countries. The results suggest that although the level of top management’s emphasis on market orientation is only marginal in these countries, it is likely to increase with the perceived level of competition, the prevalence of a buyer’s market environment and the privatization of the firm. In addition, top managers’ emphasis on market orientation has the strongest influence on the development of market orientation after the presence of international firms and private firms. The results also suggest the importance of understanding the role of top managers in the development of market orientation in Nigeria, Kenya, and other sub‐Saharan African countries.
Winston, E. and Dadzie, K.Q. (2002), "Market orientation of Nigerian and Kenyan firms: the role of top managers", Journal of Business & Industrial Marketing, Vol. 17 No. 6, pp. 471-480. https://doi.org/10.1108/08858620210442820Download as .RIS
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