Combined effect of market orientation and business process agility on the performance of exporting firms in ghana. The moderating roles of institutional voids and market dynamics.
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Date
2023
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KNUST
Abstract
This study investigates the synergistic impact of market orientation and business process agility on the performance of exporting firms in Ghana. A total of 216 questionnaires were administered to respondents. The research objectives Centre on understanding the combined effects of market orientation and business process agility on firm performance. Moreover, we explore the moderating role of institutional voids in the relationship between market orientation, business process agility, and performance. Finally, we examine the influence of marketing dynamics in shaping the interplay between these factors. In conclusion, the study reveals that market orientation and business process agility jointly exert a significant positive influence on the performance of exporting firms in Ghana. Market orientation, emphasizing customer understanding and customer-driven strategies, emerges as a positive contributor to firm performance. Additionally, business process agility, characterized by responsiveness, adaptability, and resource optimization, plays a pivotal role in enhancing firm performance. These findings underscore the importance of concurrently considering market orientation and business process agility in the context of exporting firms in Ghana. Based on these findings, we recommend exporting firms in Ghana should prioritize the development and implementation of market-oriented strategies, which emphasize customer understanding and satisfaction. By investing in thorough market research, feedback mechanisms, and aligning strategies with evolving customer preferences, firms can foster strong customer relationships and continuously adapt their offerings to meet customer demands.
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A thesis submitted to the department of marketing and corporate strategy, Kwame Nkrumah university of science and technology in partial fulfilment of the requirements for the award of master of science degree in marketing