Kalupahana, K.N.Kumari, K.W.S.N.Weerakoon, W.M.P.G.C.2022-02-152022-02-1520159789550481088http://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=yMarket 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.enScience and TechnologyTechnologyFood ScienceFood TechnologyFood Processing IndustryOther