The Impact of Market Orientation as a Capacity Building Strategy on Firms Performance: A Study of Selected Fast Food Restaurants in Lagos State Metropolis
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Date
2016
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Journal of the Faculty of Economics and Administrative Sciences
Abstract
This paper examines market orientation practices of foreign fast food restaurants vis-à-vis
Nigerian restaurants in Lagos State and the impact on their performance. The study employed
survey research design using quantitative approach. The collected data were analyzed using mean,
paired sample test and regression analysis. It was found that fast food restaurants in Nigeria
practice all dimensions of market orientation and when foreign restaurants were compared with
those of Nigerians, it was discovered that foreign restaurants practice more of inter-departmental
dynamics while local restaurants are better off in organizational system, environmental factors and
management factors. It was also found that only environmental factors in market orientation and
inter-departmental dynamics have significant impact on their performance. On the basis of the
findings of the study, the researchers conclude that market orientation is important to enhance
business performance. On this note, fast food restaurants operators must adopt market orientation
strategies to enhance their growth and competitiveness.
Description
Keywords
Fast Food Restaurants, Market Orientation, Capacity Building, Firm Performance
Citation
Mojekwu, J.N., Rahim, A.G. & Ighomereho, O.S. (2016). The Impact of Market Orientation as a Capacity Building Strategy on Firms Performance: A Study of Selected Fast Food Restaurants in Lagos State Metropolis. Çankırı Karatekin Üniversitesi İİBF Dergisi, 6(1), 45-60.