Factors influence on extended market orientation of medium and large– scale enterprises in the food and beverage industry

Dr. Samarakoon Mudiyansela Ajantha Kumara Samarakoon

Volume : IX, Issue : VII, July - 2019

Factors influence on extended market orientation of medium and large– scale enterprises in the food and beverage industry

Dr. Samarakoon Mudiyansela Ajantha Kumara Samarakoon

Abstract :

Market orientation (MO) has become a key reason of business success, since those business organizations look for advance level of MO within the organization. Research focused three objectives namely examine the dimensions of OM in holistic marketing concept, analyze the impact of antecedents on overall EMO and analyze the impact of antecedents on each dimension of EMO. Literature review, researcher identified four dimension of EMO they are customer orientation, competitor orientation and inter–functional coordination and social responsibility orientation. The study revealed that Higher level management emphasis on EMO, Risk taking of top management, Interdepartmental relationship, Reward system, Involvement of information technology and Competitive intensity positively significant with overall EMO. Moreover, reward system and higher level management emphasis on EMO are significant for every dimension of EMO. Centralization, Formalization, Interdepartmental conflicts and Technology turbulence are negatively significant for EMO. Market turbulence is not significant for EMO.