Market orientation of firms in food processing industry: Effect of outside-in capabilities

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dc.contributor.authorKalupahana, K.N.
dc.contributor.authorKumari, K.W.S.N.
dc.contributor.authorWeerakoon, W.M.P.G.C.
dc.date.accessioned2022-02-15T05:56:10Z
dc.date.available2022-02-15T05:56:10Z
dc.date.issued2015
dc.description.abstractMarket Orientation is a business culture committed to the continuous creation of superior value for the customers and can be defined as the organization wide generation of market intelligence pertaining to current and future customer needs, dissemination of the intelligence across departments, and organization- wide responsiveness to it (Narver and Slater et al., 1990; Jaworski and Kohli, et al., 1990). For that successfully market-driven organizations should have a strong relationship between market orientation and marketing capabilities. It was suggested that when successfully implementing a market orientation development of, “superior market-sensing; customer-linking; channel-bonding and technology-monitoring capabilities (Day et al., 1994) is required. Therefore, this study aims to identify the relationship between outside-in capabilities and market orientation in food processing industry in Sri Lanka. Methodology Data was collected by using a structured questionnaire and in the absence of a sampling frame, a random sample of 44 companies were selected as the population with use of Stock Exchange and other resources. All these 44 companies were taken as the sample because of the less number of companies in the population and only 31 companies had responded. The reliability of the questionnaire was assessed by using Cronbach’s Alpha. Descriptive statistics were used to identify the level of market orientation in food processing firms in Sri Lanka. Correlation analysis and multiple linear regression analysis were applied to identify the relationship between outside-in capabilities and market orientation in the food processing firms in Sri Lanka.en_US
dc.identifier.isbn9789550481088
dc.identifier.urihttp://www.erepo.lib.uwu.ac.lk/bitstream/handle/123456789/8349/34-SCT-Market%20orientation%20of%20firms%20in%20food%20processing%20industry-%20Effect%20of%20outside-in%20capabilities.pdf?sequence=1&isAllowed=y
dc.language.isoenen_US
dc.publisherUva Wellassa University of Sri Lankaen_US
dc.subjectScience and Technologyen_US
dc.subjectTechnologyen_US
dc.subjectFood Scienceen_US
dc.subjectFood Technologyen_US
dc.subjectFood Processing Industryen_US
dc.titleMarket orientation of firms in food processing industry: Effect of outside-in capabilitiesen_US
dc.title.alternativeResearch Symposium 2015en_US
dc.typeOtheren_US
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