Browsing by Author "Afework, Selam"
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Item The Influence of Market Orientation on the Market Performance of Garment Companies in Ethiopia(2018-05-12) Afework, Selam; Andualem, Getie (PhD)The purpose of this study is to investigate the influence of market orientation on the market performance of garment companies in Ethiopia. The study considered two commonly used models of market orientation; Kohli and Jaworski‘s model and Narver and Slater‘s model. By detailing and comparing both theories, the researcher has found out that the dimensions of these models functionally overlap. Therefore, the researcher has chosen to build upon Kohli and Jaworski‘s dimensions of market orientation and investigate the influence on market performance. Market performance will also be determined based on five determinants adapted from Irving; Customer satisfaction, customer value, customer loyalty, attraction of new customers, market growth and market share. This study is conducted based on data collected from fourteen garment companies in Ethiopia and the Ethiopian Textile and Garment Manufacturers Association. Data was collected through survey questionnaire and projective techniques. Out of 70 questionnaires; 60 were usable. The analysis of the data was made with SPSS and EViews. The research result found that there is a positive and significant relationship between Intelligence Generation and Market Performance; Responsiveness and Market Performance. Yet, there is a positive but insignificant relationship between Intelligence dissemination and Market Performance of local garment companies in Ethiopia. The study recommends that garment companies must be market oriented in order to achieve superior market performance.