EFFECT OF MARKET ORIENTATION ON BUSINESS PERFORMANCE AMONG SELECTED INFORMATION AND COMMUNICATION TECHNOLOGY (ICT) FIRMS IN KADUNA METROPOLIS

Virginia Kassah

Abstract


This study assessed the effect of market orientation on business performance among Information and Communication Technology (ICT) firms in Kaduna metropolis. Theobjective of the study was to examine the effect of intelligence generation, intelligence dissemination and responsiveness on business performance among Information and Communication firms in Kaduna metropolis. The survey research design was employed in the study and a research questionnaire was utilized in collecting primary data. 18 Information and communication firms were used for the study and each manager of these firms served as a respondent. The data collected were analysed using descriptive and inferential statistics. Logistic regression and Pearson's correlation were used for the analysis and Statistical Package for Social Sciences (SPSS) aided this process. The findings of the study showed that market orientation, proxy as intelligence generation, intelligence dissemination and responsiveness, has positive effect on the financial and non-financial business performance of Information and Communication Technology (ICT) firms in Kaduna metropolis. Based on these findings, it was recommended that adequate attention and resources be given to intelligence generation, dissemination and responsiveness in business organizations to help enhance business performance.

Keywords


Market Orientation, Intelligence Generation, Intelligence Dissemination, Responsiveness and Business Performance

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International Journal of Management Science Research ISSN ISSN 2536 – 605X(Print)

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