The Effects of Market Orientation on Employees: A Study of Retail Organizations in Botswana

  •  Godfrey Themba    
  •  Edward E. Marandu    


The present study applies the MARKOR scale to investigate the posited positive effect of market orientation on employees’ commitment to the organization and team spirit in a retail sector context in Botswana. The results of the present study provide empirical support for the posited link between market orientation and organizational commitment. Contrary to previous studies the present study does not lend support to the posited effect of market orientation on team spirit. Although this finding seems to be counter intuitive, it does not come as a surprise since the majority of retail businesses in Botswana are relatively small, and do not therefore rely very much on team work. From a managerial perspective the results of the present study suggest that there is much more to be gained from adopting and implementing the marketing concept other than improvement in business performance. The study also confirms the general applicability of MARKOR scale.

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