%0 Journal Article
%T Market Orientation in a Small Scale Enterprise Environment: Importance of Product-Related Factors
%A S.T. Akinyele
%J International Business Management
%D 2012
%I 
%R 10.3923/ibm.2010.162.170
%X This study uses the results of an evaluation programme to examine the value of a market orientation for small scale manufacturer in the mass retail market. Results show that an evaluator s assessment of a product s readiness for the marketplace and his/her recommendation for the type of market it should enter were better at predicting short-term and long-term performance than market orientation alone.
%U http://www.medwellonline.net/abstract/?doi=ibm.2010.162.170