Market Orientation and Firm Performance: An Empirical Analysis of Ghanaian Microenterprises

John E. Spillan, Ali Kara, Domfeh Obed King, Michael A. McGinnis

Research output: Contribution to journalArticlepeer-review

14 Scopus citations


While previous researchers have explored the relationship between market orientation and firm performance in larger organizations, such studies in microenterprises are scarce. This empirical study uses a structural equation model to examine the role of market orientation on firm performance of microenterprises operating in Ghana. To measure market orientation, we used a well-known scale (MARKOR), and the data (N = 347) for this study were collected from Ghanaian microenterprises using personal interviews. Study results indicated that the MARKOR scale provided a good measure of market orientation in Ghanaian microenterprises. The conceptualized model provided a good fit to the relationship between market orientation and the performance of Ghanaian microenterprises, indicating that market orientation as measured by MARKOR had a statistically significant positive impact on performance. However, the explanatory power of the model was relatively low, indicating the potential impact of other factors that were not incorporated in the model. Study implications are discussed.

Original languageEnglish (US)
Pages (from-to)258-272
Number of pages15
JournalJournal of Global Marketing
Issue number5
StatePublished - Nov 2013

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Marketing


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