This thesis studies the business performance of firms in the food and beverage industry in Sri Lanka by using the market orientation theoretical framework to explain why some firms are more successful than others. It also investigates how firms become more market-oriented and whether there is a significant relationship between market orientation and business performance.
Data was collected through a survey using a self-administered questionnaire. A total of 160 questionnaires were sent to top and middle level managers employed in 21 food and beverage companies operating in Sri Lanka. 120 questionnaires were returned, all of which were usable. In a next step, the questionnaires were coded into SPSS version 21 for Pearson Correlation Analysis and Multiple Regression Analysis.
The results from this study indicate that market orientation has a positive impact on business performance of organizations operating in the food and beverage industry in Sri Lanka. Moreover, the results reveal that customer orientation has a positive significant impact on business performance. Also, results suggest that the impact of competitor orientation on business performance is positive and significant. Results suggest that inter-functional coordination has a negative significant impact on business performance of organizations operating in the food and beverage industry in Sri Lanka.
The results of this study suggest that firms operating in the food and beverage industry should be focused on approaches of customer orientation, competitor orientation and inter-functional coordination activities of organizations in order to be more successful in the prevailing business environment and to achieve high business performance.
Table of Contents
- Chapter One: Introduction
- 1.1 Background of the Study
- 1.1.1 Market Orientation and Business Performance
- 1.1.2 Modern Aspects of Market Orientation
- 1.1.3 Market Orientation in the Food and Beverage Industry
- 1.2 Research Problem
- 1.3 Research Questions
- 1.4 Objectives of the Study
- 1.5 Significance of Study
- 1.6 Limitations of the Study
- 1.7 Chapter Organization
- Chapter Two: Literature Review
- 2.1 Definitions of Market Orientation and Business Performance
- 2.1.1 Market Orientation
- 2.1.2 Business Performance
- 2.1.3 The Relationship between Market Orientation & Business Performance
- 2.2 The History of Market Orientation
- 2.3 Kohli's and Jaworski's View on Market Orientation
- 2.3.1 Antecedents of Market Orientation
- 2.3.2 Consequences of Market Orientation
- 2.4 Narver's and Slater's View of Market Orientation
- 2.4.1 The Three Behavioral Dimensions
- 2.4.2 Long-term Focus and Performance
- 2.5 Similarities & Differences-Views of Narver & Slater vs. Kohli & Jaworski
- 2.6 Market Orientation: Moderators and Barriers
- 2.7 Implementing a Market Orientation
- Chapter Three: Methodology
- 3.1 Conceptualization and Operationalization
- 3.1.1 Conceptual Framework
- 3.1.1.1 Key Components of the Model
- 3.1.2 Operationalization of Variables
- 3.1.2.1 Measures of Market Orientation
- 3.1.2.2 Measures of Business Performance
- 3.2 Research Approach
- 3.3 Research Design
- 3.3.1 Research Site
- 3.3.2 Sources of Data
- 3.3.3 Population and Sampling
- 3.3.4 Method of Data Collection
- 3.3.5 The Research Instrument
- 3.3.6 Reliability and Validity
- 3.3.7 Methodological Limitations of the Study
- 3.3.8 Method of Data Analysis
- 3.4 Time Frame and Access to Research Site
- Chapter Four: Analysis and Discussion
- 4.1 Data Preparation
- 4.2 Sample Profile of Respondents
- 4.3 Reliability and Validity Tests
- 4.3.1 Reliability
- 4.3.2 Validity
- 4.4 Descriptive Statistics
- 4.5 Statistical Assumptions Testing
- 4.5.1 Normality
- 4.5.2 Linearity
- 4.5.3 Multicollinearity
- 4.6 Correlation Analysis
- 4.7 Regression Analysis
- 4.7.1 Summary Statistic of Fitted Multiple Regression
Objectives and Key Themes
This thesis aims to investigate the relationship between market orientation and business performance within Sri Lanka's food and beverage industry. It seeks to determine if a strong market orientation contributes to higher levels of success and explores how companies can cultivate a more market-oriented approach.
- The impact of market orientation on business performance in the Sri Lankan food and beverage industry.
- The relationship between different dimensions of market orientation (customer, competitor, and inter-functional coordination) and business performance.
- Identification of factors contributing to the success or failure of market orientation strategies.
- Analysis of the current market orientation practices of food and beverage companies in Sri Lanka.
- Development of recommendations for improving market orientation and business performance within the industry.
Chapter Summaries
Chapter One: Introduction: This chapter sets the stage for the research, introducing the concept of market orientation and its relevance to business performance. It establishes the research problem by highlighting the need to understand why some firms in the food and beverage industry outperform others. The chapter clearly defines the research questions and objectives, outlining the scope and significance of the study, while also acknowledging any limitations. The overall structure of the thesis is presented, providing a roadmap for the reader.
Chapter Two: Literature Review: This chapter provides a comprehensive overview of existing research on market orientation and its relationship with business performance. It examines various definitions and perspectives on market orientation, tracing its historical development and exploring the key theoretical frameworks proposed by scholars like Kohli and Jaworski, and Narver and Slater. The chapter analyzes the antecedents and consequences of market orientation, comparing and contrasting different viewpoints and identifying potential moderators and barriers to successful implementation. It lays the groundwork for the empirical study by establishing a strong theoretical foundation.
Chapter Three: Methodology: This chapter details the research design and methodology employed in the study. It outlines the conceptual framework, explaining the operationalization of variables related to market orientation and business performance. The chapter describes the research approach (quantitative), research design, sampling techniques, data collection methods (survey), and the statistical analysis techniques used (Pearson Correlation Analysis and Multiple Regression Analysis). It addresses issues of reliability and validity and acknowledges any methodological limitations.
Chapter Four: Analysis and Discussion: This chapter presents the findings of the empirical analysis. It begins with data preparation and sample profile description, then delves into reliability and validity tests. The chapter then presents descriptive statistics and explores statistical assumptions such as normality, linearity, and multicollinearity before moving into the core analysis: correlation and regression analysis. This chapter interprets the results of these analyses to test the hypotheses and answer the research questions posed in Chapter One.
Keywords
Market orientation, business performance, food and beverage industry, Sri Lanka, customer orientation, competitor orientation, inter-functional coordination, quantitative research, survey, regression analysis, correlation analysis.
Frequently Asked Questions: Market Orientation and Business Performance in Sri Lanka's Food and Beverage Industry
What is the overall purpose of this research?
This research investigates the relationship between market orientation and business performance within Sri Lanka's food and beverage industry. It aims to determine if a strong market orientation leads to greater success and explores how companies can improve their market-oriented approaches.
What are the key themes explored in this study?
Key themes include the impact of market orientation on business performance, the relationship between different dimensions of market orientation (customer, competitor, and inter-functional coordination) and performance, factors influencing the success or failure of market orientation strategies, analysis of current market orientation practices in Sri Lankan food and beverage companies, and recommendations for improvement.
What is included in the Table of Contents?
The table of contents covers an introduction, a literature review, the methodology used, and the analysis and discussion of findings. Each chapter is further broken down into specific sections, covering aspects like background research, research questions and objectives, definitions of key concepts, the research design, data analysis methods, and presentation of results.
What is the scope of the literature review?
The literature review comprehensively examines existing research on market orientation and business performance. It explores various definitions and perspectives, traces its historical development, analyzes key theoretical frameworks (Kohli & Jaworski, Narver & Slater), examines antecedents and consequences, compares and contrasts different viewpoints, and identifies potential moderators and barriers to implementation.
What methodology was used in this research?
The research employed a quantitative approach using a survey-based design. It details the conceptual framework, operationalization of variables (market orientation and business performance), sampling techniques, data collection methods, and statistical analysis techniques (Pearson Correlation Analysis and Multiple Regression Analysis). Reliability and validity issues are addressed, and methodological limitations are acknowledged.
How was data analyzed?
The analysis begins with data preparation and sample profile description, followed by reliability and validity tests. Descriptive statistics are presented, along with tests for statistical assumptions (normality, linearity, multicollinearity). The core analysis involves correlation and regression analysis to test hypotheses and answer research questions.
What are the key findings (in general terms)?
The detailed findings are presented in Chapter Four, but the overall aim is to understand the correlation between market orientation strategies and business success within the Sri Lankan food and beverage industry. The regression analysis will likely quantify the strength of this relationship and help establish which aspects of market orientation are most impactful.
What are the key words associated with this research?
Key words include: Market orientation, business performance, food and beverage industry, Sri Lanka, customer orientation, competitor orientation, inter-functional coordination, quantitative research, survey, regression analysis, correlation analysis.
What are the chapter summaries?
Chapter summaries provide concise overviews of each chapter's content and purpose. They highlight the key objectives and findings of each section, providing a quick reference for readers to understand the flow and content of the research.
- Citation du texte
- Sanath Dasanayaka (Auteur), 2016, The Impact of Market Orientation on Business Performance. A Study on the Food and Beverage Industry in Sri Lanka, Munich, GRIN Verlag, https://www.grin.com/document/341567
