Abstract
It is assumed that market orientation gives strategic guidance to
the textile firms for better performance. Therefore, this study is
an attempt to investigate the impact of market orientation on the
perceived financial performance of textile firms located in cities
of Faisalabad and Lahore, Pakistan. Primary data for the study
is collected using a structured questionnaire from 300
employees of middle and lower managerial level working in
domestic and export-oriented textile firms. Multiple linear
regression analysis is used to test the hypotheses of this study.
Findings of the study provide evidence that components of
market orientation namely, employee involvement,
consistency, and adaptability have a statistically significant
impact on the perceived financial performance of the textile
firms in the two cities of Pakistan.
Khurram Mumtaz, Faid Gul, Karamat Khan. (2018) The Effect of Market Orientation on Perceived Business Performance: An Empirical Analysis of Textile Firms of Pakistan, Paradigms , Vol 12, Issue 1.
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