Market Orientation in a Sample of Food and Beverage Processing Firms in the Western Province,Sri Lanka |
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Authors: | Abirami Sriskandarajah |
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Institution: | Department of Agricultural Economics and Business Management, Faculty of Agriculture , University of Peradeniya , Sri Lanka |
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Abstract: | This study empirically investigates the market orientation strategy of firms operating in the food and beverage industry in the Western Province of Sri Lanka. Market orientation was conceptualized through three sets of activities: intelligence generation, intelligence dissemination, and responsiveness. Firms were grouped based on the level of market orientation and were compared. It was revealed that one group had a separate marketing division with specialized marketing personnel and a positive top management philosophy toward market orientation. Firms in this group showed a greater level of performance compared to firms in other groups. |
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Keywords: | market orientation food and beverage industry firm performance Sri Lanka |
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