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Market Orientation in the Microfinance Industry: Related Literature

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  • Gloria K.Q. Agyapong

Abstract

The paper examines the concept of market orientation and how it is been applied in the microfinance sector in Ghana. The existing literature provides little understanding on implementation of the market orientation concept in the microfinance sector. This paper, therefore synthesises extant knowledge and literature on the concept and also provides a basis for future research by discussing the construct domain and also providing the antecedents in the microfinance sector. Appropriate theoretical and managerial implications are prescribed.

Suggested Citation

  • Gloria K.Q. Agyapong, 2014. "Market Orientation in the Microfinance Industry: Related Literature," International Journal of Management Sciences, Research Academy of Social Sciences, vol. 4(9), pages 388-396.
    • Handle: RePEc:rss:jnljms:v4i9p3
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    References listed on IDEAS

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    1. Woolcock, Michael, 2001. "Microenterprise and social capital:: A framework for theory, research, and policy," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 30(2), pages 193-198, March.
    2. Lawton, Leigh & Parasuraman, A., 1980. "So you want your new product planning to be productive," Business Horizons, Elsevier, vol. 23(6), pages 29-34, December.
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