Abstract

Market orientation is the business idea that sees the customer, consumer or client as the centre of business activities. It is one of the strategies that may lead to the achievement of efficiency and effectiveness in many organizations. It has relevance for all sectors in an economy. This paper undertakes a review of market orientation literature pertaining to conceptualizations, components and performance impacts. Based on the literature review, the paper develops a conceptual framework and suggests likely areas for future research efforts.

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