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The practice of market orientation in the WAEMU banking sector : Case of banks in Senegal

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  • Babo Amadou Ba

    (ESITEC, Groupe Supdeco Dakar)

Abstract

In this article we will study the level of implementation of market orientation in the banking sector to better understand the relationship with customers (BIC : customer information bulletin), and what is the best measuring scale. This market orientation is a fundamental factor in credit risk management. For two decades, research devoted to market orientation has multiplied. Indeed, research on market orientation started in the United States with the work of Kohli and Jaworski (1990) and Narver and Slater (1990). They are essentially structured around the theme of the relationship between market orientation and performance. Thereafter research multiplied in the rest of the world :

Suggested Citation

  • Babo Amadou Ba, 2022. "The practice of market orientation in the WAEMU banking sector : Case of banks in Senegal," Post-Print hal-04968724, HAL.
    • Handle: RePEc:hal:journl:hal-04968724
    DOI: 10.5281/zenodo.7107472
    Note: View the original document on HAL open archive server: https://hal.science/hal-04968724v1
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    References listed on IDEAS

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    1. Paul D. Ellis, 2006. "Market Orientation and Performance: A Meta‐Analysis and Cross‐National Comparisons," Journal of Management Studies, Wiley Blackwell, vol. 43(5), pages 1089-1107, July.
    2. G. Tomas M. Hult & David J. Ketchen & Stanley F. Slater, 2005. "Market orientation and performance: an integration of disparate approaches," Strategic Management Journal, Wiley Blackwell, vol. 26(12), pages 1173-1181, December.
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