The Impact of Market Orientation on Business Performance. A Study on the Food and Beverage Industry in Sri Lanka
- 86 pages
- English
- PDF
- Available on iOS & Android
The Impact of Market Orientation on Business Performance. A Study on the Food and Beverage Industry in Sri Lanka
About this book
Bachelor Thesis from the year 2016 in the subject Business economics - Offline Marketing and Online Marketing, language: English, abstract: This thesis studies the business performance of firms in the food and beverage industry in Sri Lanka by using the market orientation theoretical framework to explain why some firms are more successful than others. It also investigates how firms become more market-oriented and whether there is a significant relationship between market orientation and business performance. Data was collected through a survey using a self-administered questionnaire. A total of 160 questionnaires were sent to top and middle level managers employed in 21 food and beverage companies operating in Sri Lanka. 120 questionnaires were returned, all of which were usable. In a next step, the questionnaires were coded into SPSS version 21 for Pearson Correlation Analysis and Multiple Regression Analysis.The results from this study indicate that market orientation has a positive impact on business performance of organizations operating in the food and beverage industry in Sri Lanka. Moreover, the results reveal that customer orientation has a positive significant impact on business performance. Also, results suggest that the impact of competitor orientation on business performance is positive and significant. Results suggest that inter-functional coordination has a negative significant impact on business performance of organizations operating in the food and beverage industry in Sri Lanka.The results of this study suggest that firms operating in the food and beverage industry should be focused on approaches of customer orientation, competitor orientation and inter-functional coordination activities of organizations in order to be more successful in the prevailing business environment and to achieve high business performance.
Frequently asked questions
- Essential is ideal for learners and professionals who enjoy exploring a wide range of subjects. Access the Essential Library with 800,000+ trusted titles and best-sellers across business, personal growth, and the humanities. Includes unlimited reading time and Standard Read Aloud voice.
- Complete: Perfect for advanced learners and researchers needing full, unrestricted access. Unlock 1.4M+ books across hundreds of subjects, including academic and specialized titles. The Complete Plan also includes advanced features like Premium Read Aloud and Research Assistant.
Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app.