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The Moderating Role Of Organizational Capabilities And Internal Marketing In Market Orientation And Business Success

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  • Solomon A. Keelson

Abstract

The study was conducted to measure and justify the contribution of Organizational Capabilities and Internal Marketing as moderating factors of market orientation and business success. The article used twenty four listed companies out of a total of thirty seven from Ghana to conduct the study. Seventy two senior officials were surveyed from these companies using a five-Likert Scale questionnaire. Stepwise regression approach was used to investigate the level of contribution made by organizational capabilities and internal marketing to market orientation and business success, in relations to other known existing scales. The findings revealed that, compared to existing scales, organizational capabilities contributed significantly to the components that determine the level of market orientation of listing companies. Similarly, not only did internal marketing related with ten of the eleven antecedents of market orientation; but internal marketing also contributed to all seven economic and non-economic factors determining business success. Thus, the significant contribution of the two new scales to market orientation and business performance justifies their consideration as moderating factors for the study of market orientation.

Suggested Citation

  • Solomon A. Keelson, 2014. "The Moderating Role Of Organizational Capabilities And Internal Marketing In Market Orientation And Business Success," Review of Business and Finance Studies, The Institute for Business and Finance Research, vol. 5(1), pages 1-117.
    • Handle: RePEc:ibf:rbfstu:v:5:y:2014:i:1:p:1-117
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    References listed on IDEAS

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    Cited by:

    1. Halilu Bello Rogo & Halilu Bello Rogo & Mohd Noor Mohd. Shariff & Muhammad Haroon Hafeez, 2017. "Moderating Effect of Access to Finance on the Relationship between Total Quality Management, Market Orientation and Small and Medium Enterprises Performance: A Proposed Framework," International Review of Management and Marketing, Econjournals, vol. 7(1), pages 119-127.

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    More about this item

    Keywords

    Business Success; Internal Marketing; Market Orientation; Organizational Capabilities;
    All these keywords.

    JEL classification:

    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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